Trust and digital privacy: willingness to disclose personal information to banking chatbot services

This study explored digital privacy concerns in the use of chatbots as a digital banking service. Three dimensions of trust were tested in relation to user self-disclosure in order to better understand the consumer-chatbot experience in banking. The methodology selected for this research study follo...

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Autores principales: Lappeman, James, Marlie, Siddeeqah, Johnson, Tamryn, Poggenpoel, Sloane
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Palgrave Macmillan UK 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9035985/
http://dx.doi.org/10.1057/s41264-022-00154-z
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author Lappeman, James
Marlie, Siddeeqah
Johnson, Tamryn
Poggenpoel, Sloane
author_facet Lappeman, James
Marlie, Siddeeqah
Johnson, Tamryn
Poggenpoel, Sloane
author_sort Lappeman, James
collection PubMed
description This study explored digital privacy concerns in the use of chatbots as a digital banking service. Three dimensions of trust were tested in relation to user self-disclosure in order to better understand the consumer-chatbot experience in banking. The methodology selected for this research study followed a conclusive, pre-experimental, two-group one-shot case study research design which made use of a non-probability snowballing sampling technique. Privacy concerns were found to have a significantly negative relationship with user self-disclosure in both treatment groups. Respondents exposed to their preferred banking brand experienced lower user self-disclosure and brand trust than those exposed to a fictitious banking brand within the South African context. It is recommended that companies using chatbots focus on easing privacy concerns and build foundations of trust. The gains that chatbots have made in the form of increased productivity and quality of customer service rely on relationships with users who need to disclose personal information. Through this study, we concluded that, despite its power to influence decision-making, the power of a brand is not enough for consumers to considerably increase self-disclosure. Rather, a bridge of trust (through education, communication and product development) is needed that encompasses all three elements of trust, which are brand trust, cognitive trust and emotional trust. Limited research exists on the relationship between financial services marketing and chatbot adoption. Thus, this study addressed a theoretical gap, by adding brand trust to existing studies on cognitive and emotional trust regarding user self-disclosure.
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spelling pubmed-90359852022-04-25 Trust and digital privacy: willingness to disclose personal information to banking chatbot services Lappeman, James Marlie, Siddeeqah Johnson, Tamryn Poggenpoel, Sloane J Financ Serv Mark Original Article This study explored digital privacy concerns in the use of chatbots as a digital banking service. Three dimensions of trust were tested in relation to user self-disclosure in order to better understand the consumer-chatbot experience in banking. The methodology selected for this research study followed a conclusive, pre-experimental, two-group one-shot case study research design which made use of a non-probability snowballing sampling technique. Privacy concerns were found to have a significantly negative relationship with user self-disclosure in both treatment groups. Respondents exposed to their preferred banking brand experienced lower user self-disclosure and brand trust than those exposed to a fictitious banking brand within the South African context. It is recommended that companies using chatbots focus on easing privacy concerns and build foundations of trust. The gains that chatbots have made in the form of increased productivity and quality of customer service rely on relationships with users who need to disclose personal information. Through this study, we concluded that, despite its power to influence decision-making, the power of a brand is not enough for consumers to considerably increase self-disclosure. Rather, a bridge of trust (through education, communication and product development) is needed that encompasses all three elements of trust, which are brand trust, cognitive trust and emotional trust. Limited research exists on the relationship between financial services marketing and chatbot adoption. Thus, this study addressed a theoretical gap, by adding brand trust to existing studies on cognitive and emotional trust regarding user self-disclosure. Palgrave Macmillan UK 2022-04-25 2023 /pmc/articles/PMC9035985/ http://dx.doi.org/10.1057/s41264-022-00154-z Text en © The Author(s), under exclusive licence to Springer Nature Limited 2022 This article is made available via the PMC Open Access Subset for unrestricted research re-use and secondary analysis in any form or by any means with acknowledgement of the original source. These permissions are granted for the duration of the World Health Organization (WHO) declaration of COVID-19 as a global pandemic.
spellingShingle Original Article
Lappeman, James
Marlie, Siddeeqah
Johnson, Tamryn
Poggenpoel, Sloane
Trust and digital privacy: willingness to disclose personal information to banking chatbot services
title Trust and digital privacy: willingness to disclose personal information to banking chatbot services
title_full Trust and digital privacy: willingness to disclose personal information to banking chatbot services
title_fullStr Trust and digital privacy: willingness to disclose personal information to banking chatbot services
title_full_unstemmed Trust and digital privacy: willingness to disclose personal information to banking chatbot services
title_short Trust and digital privacy: willingness to disclose personal information to banking chatbot services
title_sort trust and digital privacy: willingness to disclose personal information to banking chatbot services
topic Original Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9035985/
http://dx.doi.org/10.1057/s41264-022-00154-z
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