影響馬來西亞企業客戶在商業銀行採用人工智慧驅動的多通路銀行服務意願的因素

Abstract

This study investigates the factors influencing the adoption of banking chatbots by Malaysian firms, their preferred chatbot characteristics, and the banking chatbot functionalities they are willing to adopt. A quantitative approach was employed, using a structured questionnaire to collect data from Malaysian firms that primarily interact with banks through relationship managers. A total of 32 completed questionnaires were received and data were analyzed using descriptive analysis (i.e.; frequency and mean). The findings suggest that concerns about security and data protection outweigh the potential benefits of adopting banking chatbots, emphasizing the critical role of security and risk mitigation in the adoption of financial technologies. To alleviate these concerns, Malaysian firms believe regulators should ensure banks adhere to strong cyber risk governance and management practices, and expect banks to regularly deploy advanced security mechanisms for their chatbots. The study also reveals that Malaysian firms prioritize reliable, timely, clear, and understandable information from chatbots, while personalized recommendations are less valued. They prefer chatbot functionalities that provide information and support routine tasks over those involving sensitive financial transactions. The results contribute to the limited knowledge on chatbot adoption in the organizational context and provide valuable insights for banks seeking to implement chatbot solutions for their business clients. The findings offer guidance for banks to customize their chatbot offerings to meet Malaysian firms' specific needs and concerns.

This study investigates the factors influencing the adoption of banking chatbots by Malaysian firms, their preferred chatbot characteristics, and the banking chatbot functionalities they are willing to adopt. A quantitative approach was employed, using a structured questionnaire to collect data from Malaysian firms that primarily interact with banks through relationship managers. A total of 32 completed questionnaires were received and data were analyzed using descriptive analysis (i.e.; frequency and mean). The findings suggest that concerns about security and data protection outweigh the potential benefits of adopting banking chatbots, emphasizing the critical role of security and risk mitigation in the adoption of financial technologies. To alleviate these concerns, Malaysian firms believe regulators should ensure banks adhere to strong cyber risk governance and management practices, and expect banks to regularly deploy advanced security mechanisms for their chatbots. The study also reveals that Malaysian firms prioritize reliable, timely, clear, and understandable information from chatbots, while personalized recommendations are less valued. They prefer chatbot functionalities that provide information and support routine tasks over those involving sensitive financial transactions. The results contribute to the limited knowledge on chatbot adoption in the organizational context and provide valuable insights for banks seeking to implement chatbot solutions for their business clients. The findings offer guidance for banks to customize their chatbot offerings to meet Malaysian firms' specific needs and concerns.