2D AI Avatar Attributes Impacting on Bank Customers’ Perceived Experience

A 2D AI avatar is a digital representation of a human being designed to enhance user interaction in online transactions. Banks especially use this avatar to improve customer experience, engagement, and satisfaction. However, the specific attributes of 2D AI avatars and their effects on customer service experience and satisfaction have not been explored in the existing literature. To address this gap, this study conducted an extensive literature review and developed nine hypotheses to examine these relationships. A quantitative survey was used, targeting a sample of 150 Gen Z bank customers in the Western Province of Sri Lanka. Data analysis was undertaken using SPSS-26 and Smart PLS 4, and the results revealed significant positive relationships between the avatar attributes of likability, credibility, attractiveness, pleasure emotions, dominance emotions, arousal emotions and consumer preferences. And these attributes are also shown to have a positive and significant effect on purchase intention and eWOM. These findings reduce the existing knowledge gap by providing valuable insights to improve online service experience and customer satisfaction in the banking sector through the effective use of 2D AI avatars.