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

• Published in: International journal of bank marketing Vol. 40; no. 6; pp. 1200 - 1216
• Main Authors: Ghazwani, Salman, van Esch, Patrick, Cui, Yuanyuan (Gina), Gala, Prachi
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 01.09.2022; Emerald Group Publishing Limited
• Subjects: Artificial intelligence; Automation; Bank marketing; Consumer attitudes; Consumers; Customer services; Digital technology; Disruptive innovation; Employees; Financial services; Human error; Individualism; Purchase intention; Retail stores; Shopping; Smartphones; Technological change; Technology; Saudi Arabia; United Kingdom > UK; United States > US; Saudi Arabia; Convenience; Roy adaptation model; Artificial intelligence (AI); Financial services; Financial anxiety
• DOI: 10.1108/IJBM-09-2021-0444
• ISSN: 0265-2323

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.