PhD Candidate (corresponding author) School of Economics and Business, University of Sarajevo Trg oslobođenja - Alije Izetbegovića 1, 71000 Sarajevo Country: Bosnia and Herzegovina E-mail: tamara.turnadzic@gmail.com ORCID: 0009-0000-2309-6998
School of Economics and Business, University of Sarajevo
School of Economics and Business, University of Sarajevo Country: Bosnia and Herzegovina E-mail: merima.cinjarevic@efsa.unsa.ba ORCID: 0000-0002-1751-8311
In times when AI’s development and research is moving at an unprecedented speed, this paper explores its role in retail banking. The results presented are part of a wider research of market readiness and AI acceptance, especially in developing economies. The research was conducted in Bosnia and Herzegovina (B&H). The quantitative portion consisted of a survey completed by 671 respondents. This paper focuses on the influence of social factors (perceived humanness, perceived social interactivity, and perceived social presence) on the attitudes towards – and subsequently acceptance of - AI-based services. Chatbots, specifically ChatGPT-4, were the technology the research focused on. The results indicate that perceived humanness and perceived social interactivity have a positive effect on attitudes – and acceptance – of AI-based services. This research could not prove that there is a positive relationship between social presence and attitudes towards AI-based services. The positive relationship between attitude and acceptance was proven as well.
