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The study aims to explore the role of social presence in predicting consumers' intentions to adopt AI-assisted banking chatbots.

Is Social Presence in Banking Chatbots Relevant? A Multidimensional Multi-analytic Approach

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The study aims to explore the role of social presence in predicting consumers' intentions to adopt AI-assisted banking chatbots.
Utilized a structured questionnaire among consumers of selected Indian banks
Employed convenience-cum-referral sampling approach
Analyzed data using covariance-based structural equation modelling and artificial neural network analysis
Social presence of interaction significantly influences components of the technology acceptance model
Perceived enjoyment is identified as the most critical predictor for adopting AI-assisted banking chatbots
The technology acceptance model components partially mediate relationships between social presence and behavioural intentions

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Examines how social presence and fear of missing out influence chatbot adoption in consumers, suggesting key predictors of intention.

Iqbal et al. (2026) studied this question.

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