Hmoud Hazar, Shishan Farah, Qasem Zainah, Bazi Saleh
Department of Management Information Systems, School of Business, The University of Jordan, Amman, Jordan.
Department of Marketing, School of Business, The University of Jordan, Amman, Jordan.
Heliyon. 2023 Oct 12;9(10):e20686. doi: 10.1016/j.heliyon.2023.e20686. eCollection 2023 Oct.
Recently many banks around the world are adopting chatbots to communicate with their customers. However, the success of banking chatbots relay on customer adoption of this new technology. Although chatbots use in the banking sector is expanding globally, the Arabic world is still behind in using the technology, and chatbot applications in the Arab world are still immature. One reason behind this lag is the complexity of the Arabic language. This study comes to bridge the gap in the literature regarding what technology aspects affect customer adoption of bank chatbots in the Arabic world, and which type of Arabic language is the most effective in communicating with Arabic language speakers. UTAUT2 was used to figure what factors afect customer adoption. The data for this study was collected from two separate groups, with a total of 429 participants. Results showed that there is a significant difference between the model testing Arabic Fusha and Dialect Fusha. Results showed that Effort expectancy influences adoption only when dialect Arabic is used. Performance expectancy was also found to have no effect on the adoption of bank chatbot in both groups.
最近，世界各地的许多银行都在采用聊天机器人与客户进行沟通。然而，银行聊天机器人的成功取决于客户对这项新技术的采用。尽管聊天机器人在银行业的应用正在全球范围内扩展，但阿拉伯世界在使用这项技术方面仍落后，阿拉伯世界的聊天机器人应用仍不成熟。造成这种滞后的一个原因是阿拉伯语的复杂性。本研究旨在弥合文献中关于哪些技术方面影响阿拉伯世界客户对银行聊天机器人的采用，以及哪种阿拉伯语在与说阿拉伯语的人交流中最有效的差距。使用UTAUT2来确定影响客户采用的因素。本研究的数据来自两个不同的组，共有429名参与者。结果表明，测试阿拉伯语标准语和方言标准语的模型之间存在显著差异。结果表明，只有在使用方言阿拉伯语时，努力期望才会影响采用。还发现绩效期望对两组中银行聊天机器人的采用均无影响。
