Emotional banking with a digital avatar: A PLS-SEM based study based on para-social relationship theory

Abstract

Purpose: The major objective of this study is to measure the impact of various attributes, such as social attraction, physical attraction, and task attraction on para-social relationships. The study also seeks to measure how the para-social relationship mediates the association between the three attributes (above-mentioned) on perceived credibility and informational influence, and consumers’ intention to purchase banking products. Study design/methodology: PLS-SEM has been used as it is believed to be most suited for the study due to the multivariate non-normality in the data, and the small sample size. Data has been collected using the 5-point Likert scale from approximately 151 respondents, who were selected using the non-random sampling method based on purposive sampling coupled with convenience-based sampling. The data was collected from January 2023 to August 2023. Findings: Largely, the findings reveal that both social and physical attractions do have a positive impact on the para-social relationship, further leading to perceived credibility and informational influence. Notably, this perceived credibility and informational influence lead to consumers’ intentions to purchase banking products, albeit with the use of artificial intelligence-based chatbots and digital assistants. Originality: This is possibly among the first-ever studies extending the para-social theory for purchasing banking products and services using artificial intelligence-based chatbots and virtual assistants.