The Dark Side of Artificial Intelligence: Understanding Its Impact on Customer Engagement in the Financial Services Sector in Egypt | ||
| مجلة البحوث المالية والتجارية | ||
| Volume 26, Issue 4, October 2025, Pages 340-383 PDF (1.26 M) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/jsst.2025.405968.2077 | ||
| Author | ||
| Dr.aisha Noour* | ||
| Arab academy for Science, Technology and maritime transport | ||
| Abstract | ||
| The study investigated the impact of the dark side of Artificial Intelligence (AI) on customer engagement with brands through the mediator role of affective responses, behavioral responses, and cognitive responses and the moderator role of customer technostress to fill this gap by applying the study on the financial services sector in Egypt. The study adopted a positivism philosophy, a deductive approach, and a quantitative research design, the study distributed 830 questionnaires to Egyptian bank customers who have made interaction with AI-based services, such as chatbots, auto-loan approvals, and AI-based investment recommendations, with 545 valid responses used for analysis. The study employed Structural Equation Modeling (SEM) and correlation analysis to examine the topic studied. The results indicated that the relationship between Darkside of AI and customer engagement with brands was partially supported. In addition, the mediation role of cognitive responses on the relationship between Darkside of AI and customer engagement was partially supported. Moreover, the mediation role of behavioral responses on the relationship between Darkside of AI and customer engagement was partially supported. Furthermore, the mediation role of affective responses on the relationship between Darkside of AI and customer engagement was partially supported. The results revealed that the role of customer technostress in the relationship between Darkside of AI and customer engagement as a moderator was partially supported | ||
| Keywords | ||
| The Dark Side of AI; Customer Engagement; Financial Services | ||
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