Artificial intelligence, financial anxiety and cashier-less checkouts: a Saudi Arabian perspective

Abstract

PurposeThis paper aims to investigate the impact of financial anxiety and convenience on the relation between cashier-less versus traditional checkouts and purchase intentions among Saudi Arabian consumers.Design/methodology/approachIn an online experiment, 329 Saudi participants were randomly assigned to one of two checkout conditions (traditional vs. AI-enabled) in a between-subjects design and indicated their financial anxiety. Through moderation-of-process design, the authors examine and showcase that the effect of convenience leads to higher purchase intent for AI-enabled checkouts. Moreover, the authors examine financial anxiety as an underlying mechanism and show that for high-convenience consumers, this enacts higher purchase intent.FindingsThe effect of AI-enabled checkouts depends on consumers' convenience perception. High-convenience consumers prefer AI-enabled checkouts over traditional ones, whereas low-convenience consumers are indifferent. Based on the Roy adaptation model theoretical framework, this occurs because high-convenience consumers experience greater financial anxiety when using AI-enabled checkouts, which in turn leads to higher purchase intent.Originality/valueTo the authors’ knowledge, this is the first study to explore the reactions of Saudi Arabian consumers toward cashier-less stores versus traditional stores. Interestingly, their intent to purchase increases, due to the financial anxiety they experience while encountering AI-enabled transactions. Due to the limited research of retailers going cashier less, little is known about consumer reactions and how they may differ culturally.

Guest editorial: Artificial intelligence in financial services marketing

“…This special issue includes nine articles, and it is structured as follows: (1) the intersect of AI and political ideology in financial services marketing (Riedel et al , 2022; Cui, 2022), (2) financial robo-advisors (Bouhia et al , 2022; Northey et al , 2022), (3) developing AI for financial services marketing in emerging countries (Ghazwani et al , 2022; Omoge et al , 2022; Mogaji et al , 2021; Sheth et al , 2022) and (4) new theoretical and empirical approaches (Hentzen et al , 2021). Papers in each theme are subsequently discussed.…”

“…Due to the limited research of retailers going cashier-less, little is known about consumer reactions and how they may differ culturally. Ghazwani et al (2022) explore the reactions of Saudi Arabian consumers toward cashier-less stores versus traditional stores and show that the effect of AI-enabled checkouts depends on consumers' convenience perception. High-convenience consumers prefer AI-enabled checkouts over traditional ones, whereas low-convenience consumers are indifferent.…”

Drivers of privacy concerns when interacting with a chatbot in a customer service encounter

“…The concept of privacy has received significant attention in the marketing literature (B elanger and Crossler, 2011;Hallam and Zanella, 2017). However, the deployment of new technologies, such as chatbots, has increased in importance when the use of consumer personal data is both a real strategic lever for the company and a source of concern for consumers (Inman and Nikolova, 2017;Jozani et al, 2020;Ghazwani et al, 2022). Since successful electronic transactions in insurance require the sharing of personal and financial information, privacy concerns have become inevitable, especially considering recent breaches of data security from compromised corporate systems (Chin et al, 2020;.…”

“…However, the deployment of new technologies, such as chatbots, has increased in importance when the use of consumer personal data is both a real strategic lever for the company and a source of concern for consumers (Inman and Nikolova, 2017; Jozani et al. , 2020; Ghazwani et al. , 2022).…”

Sophia Sophia tell me more, which is the most risk-free plan of all? AI anthropomorphism and risk aversion in financial decision-making

“…advanced social learning robots Sophia ), and medical robots (e.g. diagnostics robots [ Covera Health and PathAI ], and personal health guidance robots [ Well ]), the anthropomorphism of AI has permeated not only our daily tasks, but also the financial operations within organizations (Ghazwani et al ., 2022; Mogaji et al ., 2022). AI, defined as a system that is able to learn, organize and re-structure, and form predictions and make decisions based on data (Cui et al ., 2021), is becoming increasingly prevalent in consumers' financial decision-making.…”