Exploring the Customer Experience Regarding AI-Powered Fintech Chatbots in Terms of SOR Theory

Creative Commons License

Çam S., Tuna M. F., Bayır T.

JOURNAL OF THEORETICAL AND APPLIED ELECTRONIC COMMERCE RESEARCH, cilt.21, sa.2, ss.49, 2026 (SSCI, Scopus)

Özet

This study examines how the design and interaction features of AI-powered fintech chatbots shape the customer experience of Generation Z users by integrating the Stimulus-Organism-Response framework with dual-process perspectives. Two cross-sectional surveys were conducted in Türkiye. Study 1 (n = 166) examines the effect of social presence, interactivity, visual appeal, design originality, and usability on perceived competence and perceived warmth, which, in turn, shape the customer experience. Social presence and design originality significantly increased perceived competence (β = 0.47, p < 0.001), while visual appeal enhanced perceived warmth (β = 0.32, p < 0.001). Together, competence and warmth explained a substantial proportion of customer experience (R2 ≈ 0.60). Usability and interactivity showed no significant effects. Study 2 (n = 195) replicated these findings with trained users and introduced task complexity as a moderator. Under high task complexity, usability and interactivity became significant predictors of competence, which emerged as the primary driver of customer experience, whereas the influence of warmth diminished. Non-normal data distributions justified the use of Partial Least Squares Structural Equation Modeling. Overall, the findings suggest a shift from heuristic to systematic processing as fintech tasks become more complex, highlighting the growing importance of competence-based evaluations in fintech chatbot interactions.


This study examines how the design and interaction features of AI-powered fintech chatbots shape the customer experience of Generation Z users by integrating the Stimulus-Organism-Response framework with dual-process perspectives. Two cross-sectional surveys were conducted in Türkiye. Study 1 (n = 166) examines the effect of social presence, interactivity, visual appeal, design originality, and usability on perceived competence and perceived warmth, which, in turn, shape the customer experience. Social presence and design originality significantly increased perceived competence (β = 0.47, p < 0.001), while visual appeal enhanced perceived warmth (β = 0.32, p < 0.001). Together, competence and warmth explained a substantial proportion of customer experience (R2 ≈ 0.60). Usability and interactivity showed no significant effects. Study 2 (n = 195) replicated these findings with trained users and introduced task complexity as a moderator. Under high task complexity, usability and interactivity became significant predictors of competence, which emerged as the primary driver of customer experience, whereas the influence of warmth diminished. Non-normal data distributions justified the use of Partial Least Squares Structural Equation Modeling. Overall, the findings suggest a shift from heuristic to systematic processing as fintech tasks become more complex, highlighting the growing importance of competence-based evaluations in fintech chatbot interactions.