Factors affecting the intention to use virtual assistants according to the complexity of financial services at Vietnamese commercial banks

Abstract

This study aims to find out the intention of customers to use virtual assistant
services at Vietnamese commercial banks in Ho Chi Minh City. The data was surveyed
from 332 customers using the virtual assistant service and processed through two steps
using SmartPLS 4.0 software. The research results show that the intention to use virtual
assistants is influenced by trust, security in AI technology, AI awareness, comfort when
using AI technology, and the need for social presence. However, the complexity of the
intention to use financial services has been determined. For basic virtual assistant services,
factors that affect the intention to use the service include trust, security in technology, and
comfort when using AI technology have a positive impact on the intention to use. For
advanced virtual assistants, statistically significant factors include security in AI
technology, AI awareness, comfort in using AI technology, and the need for social
presence. From there, the administrative implication has been proposed to promote the
intention to use the bank's virtual assistant service.