A Conceptual Model to Study Consumers' Perception towards Intention to Adopt Artificial Intelligence in the Banking Sector

This research paper examines the factors influencing consumers' intentions to adopt Artificial Intelligence (AI) within the banking sector. It investigates these intentions by applying the Theory of Planned Behavior (TPB) to assess how specific customer perspectives drive the adoption of AI-powered services. Adopting a positivist philosophy and a deductive, quantitative approach, the research utilizes a conceptual model to evaluate six independent variables: awareness, attitude, subjective norms, perceived risk, perceived usefulness, and knowledge. Data collection is conducted via a structured multi-item online survey administered to a random sample of banking customers. The methodology employs SPSS for descriptive and inferential analysis, specifically utilizing multiple regression to examine the impact of these variables on adoption intent and one-way ANOVA to identify potential differences across cultural backgrounds. Throughout the study, strict ethical standards are maintained, ensuring participant anonymity, informed consent, and voluntary participation. The findings aim to provide empirical evidence on the relationship between consumer perceptions and the digital transformation of banking services.