The Impact of Personalization and Ubiquitous Connectivity on Trust in Banking Chatbots for Continued Usage

Medina-Aguayo P.; Salcedo-Napan F.; Mauricio-Andía M. · Lecture Notes in Networks and Systems (2025) · DOI: 10.1007/978-3-031-93109-3_13

Resumen

Chatbots are one of the most successful forms of implementing artificial intelligence to enhance banking operations; however, there is still no general consensus among researchers regarding their continued use. Therefore, the primary objective of this study is to evaluate how personalization and ubiquitous connectivity influence trust in chatbots and the impact this has on their continued use. The research followed a quantitative method with an explanatory scope. Using non-probabilistic sampling, 400 individuals who have used chatbots in banks over the past year were surveyed. The data were processed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The study results confirm the fundamental influence of trust on the continued use of banking chatbots. Additionally, it was demonstrated that ubiquitous connectivity, and to a lesser extent, personalisation, are factors influencing trust in banking chatbots. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.

Instituciones: Universidad Peruana de Ciencias Aplicadas