Iranian journal of management sciences

Iranian journal of management sciences

The effect of humanization of artificial intelligence on the intention to continue using it in the banking system

Document Type : Research Paper

Authors
Arash Adelpanah 1
Ali Sanayei 2
Alireza Shirvani 3
Sayyed Mohammadreza Davoodi, 1
1 Department of management, Deh.C., Islamic Azad University., Isfahan, Iran
2 Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Iran
3 Department of management, Deh.C., Islamic Azad University, Isfahan,Iran
100/jiams.2026.9160.7975
Abstract
Introduction: Marketing communications have always been stated as one of the most important topics in digital marketing, which is based on communication and behavior with the consumer and can ultimately lead to the expected performance of the marketing department. The present study was conducted with the aim of the effect of humanization of artificial intelligence on intention to continue use in the banking system. This study sought to identify the key dimensions of humanization of artificial intelligence and the factors affecting the intention to use digital banking services in order to provide new strategies for improving relationship-oriented interactions in banking. Methods: This research has a mixed and exploratory-explanatory approach. In the first part, the Delphi technique was used with the participation of 16 digital banking experts familiar with the concepts of artificial intelligence. With the help of the Delphi questionnaire, 18 components in the five main dimensions of AI anthropomorphism (fundamental anthropomorphism, social intimacy, perceived competence, emotional-pleasant interaction, and desire for continuous communication) and six components of mobile banking intention (expected performance, perceived risk, social influence, trust in mobile banking, perceived ease and convenience, perceived usefulness) were identified. The statistical population of this section included all mobile banking experts in private banks. In the second section, the structural equation modeling method was used to examine the validity of the model. In this section, the GOF fit index was used to examine the fit of the final model based on regression and covariance relationships. The statistical population of this section was experts and managers of departments related to mobile banking in private banks in Tehran. Sampling was carried out using a stratified random method and data from 386 valid questionnaires were collected. Validity was confirmed through structural analysis and reliability with Cronbach's alpha coefficient. Data analysis was performed with PLS software. Finding: The results of confirmatory factor analysis and structural model showed that both constructs have a good fit. All research relationships were confirmed at the 0.01 significant level. Digital marketing communications based on AI anthropomorphism with a path coefficient of 0.68 have a direct and strong effect on the intention to use mobile banking. The identified dimensions of AI anthropomorphism (fundamental anthropomorphism through marketing communications, customers' perceived social intimacy in AI, customer's perceived competence and efficacy of interacting with the bank's AI, digital customers' emotional and enjoyable interaction with AI, and the desire to maintain continuous digital communication with AI) play a key role in strengthening the components of the intention to use. Conclusions: The results of this study provide a new strategy for Iranian banks in the era of relationship-oriented banking based on AI. This model can help improve emotional and social interactions with customers and pave the way for longitudinal and comparative research in the field of anthropomorphism of digital financial services. Focusing on anthropomorphism of AI can increase the adoption of mobile banking services and strengthen the competitiveness of private banks.
Keywords
Digital Marketing Communications
Perceived Anthropomorphism
Artificial Intelligence
Subjects
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