Authors: Aaliyah Siddiquia , Debarun Chakraborty, Mujahid Siddiqui
Journal: Journal of Promotion Management
Publication date: 06 Mar 2023
Publisher: —
URL: Access Paper

Abstract

This study intended to identify the barriers that inhibit the adoption of online dating apps (ODAs). It applied innovation resistance theory, with attitude being used as a moderator. A sample of 440 responses from ODAs users was analyzed using structural equation modeling. The three barriers of risk, usage, and tradition have a significant negative influence on the adoption intention of ODAs. Attitude was found to moderate the association between the usage barrier and adoption intention, whereas attitude did not moderate the association between the risk barrier and adoption intention or that between the tradition barrier and adoption intention. Age, gender, income, educational qualification, and household size were used as control variables. The study contributes to the current body of knowledge by identifying the barriers that influence the adoption intention of ODAs. Practical implications for the professionals and firms engaged in ODAs, as well as theoretical contributions, demonstrate the benefits of the study.

The Indian banking sector has been at the forefront of accepting innovative technologies and has been changing over time. Indian banks are utilizing AI-powered technologies to automate labor-intensive operations, reduce operational costs, and increase revenue growth potential. Already, machines handle a large portion of mundane tasks. In order to increase security and transparency in payment fraud detection and prevention systems, financial institutions are also utilizing artificial intelligence (AI). But in recent days, Indian banks are facing huge issues with regard to AI adoption and implementation, which needs further investigation. The present work is a case study considering two leading private banks in India. The study revealed the critical driving force of AI maturity and the key concern areas that need to be adequately addressed to ensure long-term success regarding AI adoption in the Indian banking sector.