Key drivers influencing gen z’s use of chatbots in Malaysia’s digital banking sector: a conceptual model

The objective of this article is to determine the key factors influencing the adoption of chatbots in e-banking services among Gen Z customers in Malaysia. While digital banking services have grown rapidly, there is still a significant gap in understanding the factors that influence Gen Z's decision to use chatbots as well, within e-banking platforms in the region. This highlights a clear need for further research to better understand the unique behaviors and preferences of this important consumer segment regarding chatbot use in Malaysia's evolving digital banking landscape. This article was motivated by the increasing importance of chatbots as a digital innovation in the banking industry in Malaysia, particularly given that Gen Z customers are digital natives with specific preferences and expectations. From the synthesis review of literature, the study identified four important determinants elements including perceived usefulness, perceived ease of use, risk and trust, that may support or reject Gen Z's acceptance of chatbot technology. With this conceptual analysis, we aim to address this knowledge gap that can inform banks on how to enhance the design of their digital strategies, based on Gen Z customers' digital requirements, improve their user experience and successfully adopt Chatbot e-banking services in Malaysia. This study identifies important considerations for banks in Malaysia to create digital strategies and chatbot designs that are tailored to Gen Z customers, allowing banks to maximise user experience and adoption success. Most interestingly, this study is only a conceptual mode, with at best received an empirical result.