The effect of bank artificial intelligence on consumer purchase intentions

Abstract

Purpose

Artificial intelligence (AI) is shaping the future of the marketing world. This study is the first to examine the effect of AI marketing efforts, brand experience (BE) and brand preference (BP) in light of the stimulus-organism-response (SOR) model.

Design/methodology/approach

The data collected from 398 participants by the questionnaire method were analyzed by SEM (structural equation modeling) using Smart PLS 4.0 and IBM SPSS 26 programs.

Findings

We find that four SOR elements of AI marketing efforts (information, interactivity, accessibility and personalization) positively impact bank customer BE, BP and repurchase intention (RPI). Further, we find that BE plays a mediator role in the relationship between AI marketing efforts, RPI and BP.

Originality/value

The findings of the study have significant implications for the bank marketing literature and the banking industry, given the limited evidence to date regarding AI marketing efforts and bank–customer relationships. Moreover, the study makes important contributions to the AI marketing and brand literature and helps banks increase customer experience with artificial intelligence activities and create long-term relationships with customers.

Citation

Armutcu, B., Tan, A., Ho, S.P.S., Chow, M.Y.C. and Gleason, K.C. (2024), "The effect of bank artificial intelligence on consumer purchase intentions", Kybernetes, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/K-01-2024-0145