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February 5, 2026Journal of theoretical and applied electronic commerce researchOpen Access

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

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Authors

SÇSelim ÇamMTMurat Fatih TunaTBTalha Bayır

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Overview

Explores customer experience in fintech chatbots, highlighting design factors affecting Generation Z users' perceptions.

Key Points

  • This research aims to understand how AI chatbot design influences the customer experience of Generation Z users through the SOR framework.
  • Conducted two cross-sectional surveys in Türkiye
  • Study 1 involved 166 Generation Z users analyzing design features and their effects on perceived competence and warmth
  • Study 2 replicated findings with 195 trained users, introducing task complexity as a moderator
  • Social presence and design originality significantly increased perceived competence
  • Visual appeal enhanced perceived warmth
  • Together, competence and warmth explained approximately 60% of the customer experience
  • Under high task complexity, usability and interactivity became significant predictors of competence

Cite This Study

Çam et al. (2026) studied this question.

synapsesocial.com/papers/698434a6f1d9ada3c1fb2fd5https://doi.org/10.3390/jtaer21020049
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