earticle

영어

As financial institutions transition from traditional robo-advisors to sophisticated multi-modal AI technologies, understanding consumer reactions to these new systems, particularly ChatGPT, is crucial. This paper examines the influence of ChatGPT's personalized investment suggestions, human-like empathy, and continuous improvement on consumer perceptions of authenticity and their practical attitudes towards AI-driven financial advice. Utilizing a research framework that combines Service-Dominant Logic (SDL) and Artificial Intelligence Device Use Acceptance (AIDUA), we analyze responses from 822 mobile banking users through structural equation modeling. Our findings indicate that ChatGPT’s advanced capabilities significantly enhance consumers' perceptions of authenticity, which in turn positively affects their utilitarian attitudes, driving both engagement and resistance in financial advisory contexts. This study not only fills a crucial gap by linking AI features with consumer trust and response but also outlines significant implications for integrating ChatGPT into financial services, emphasizing the need for financial institutions to adopt these technologies to improve customer experience and service delivery.