The Use of Artificial Intelligence to Enhance User Satisfaction in Cloud-Based Payment Systems in Australia
Creators: name: Yamaguti Mondego, Domingos
Publisher: name: CQUniversity
Year: 2024
Subjects: classificationCode: 460908
subject: Information systems organisation and management
classificationCode: 350302
subject: Business information management (incl. records, knowledge and intelligence)
classificationCode: 350303
subject: Business information systems

description: Internet-based payments, also known as cloud-based payments, have considerably increased over the past decade. Despite these advantages, adoption rates of cloud-based payment systems (CBPS) in Australia remain low compared to other nations, indicating potential dissatisfaction or lack of awareness. The aims of this study were to identify how Artificial Intelligence (AI) could improve user satisfaction in CBPS and develop a framework that can be used as a strategic business guideline by Australian organisations.

The research deployed a mixed-method approach, combining quantitative and qualitative methods. Data collection involved secondary analysis, online questionnaire surveys, and semi-structured interviews with Australian stakeholders. This study employs quantitative analysis using Statistical Package for the Social Sciences (SPSS) and Partial Least Square Structural Equation Modeling (PLS-SEM). The findings of the secondary analysis revealed debit cards as the preferred payment method, with most Australians owning both debit and credit cards. 

The findings of SPSS analysis pointed out that the moderating effect of demographics (age, gender, and income), age affects trust, perceived usefulness, perceived ease of use, and price value. However, age does not have impact on security and service quality. Regarding gender, it does not have influence on all constructs, except perceived ease of use. Concerning income, it has influence on security, service quality, and price value. However, income does not have impact on trust, perceived usefulness, and perceived ease of use. 

The findings of the PLS-SEM analysis indicated security and service quality have impact on trust, perceived usefulness, perceived ease of use, and price value. Besides, the findings have pointed out that perceived usefulness, trust, and price value affect user satisfaction, while perceived ease of use does not have influence on it. 

The findings of the semi-structure interviews revealed that consumers predominantly use debit cards for point-of-sale transactions, followed by credit cards and cash. PayPal is the preferred choice for online payments, while direct debit transfers also have popularity. When using electronic devices for payments, many consumers prefer desktop computers for their practicality, time-saving, and perceived security. Merchants primarily receive payments through debit cards, with cash usage decreasing. Some businesses have noted an uptick in PayPal, bank transfers, and Afterpay transactions. Electronic payments via desktop computers and mobile phones are widely appreciated by merchants for their convenience. Financial service providers anticipate Australia transitioning to a cashless society, citing factors such as customer convenience, technological advancements, and enhanced security features provided by banks.

This study is among the first in Australia to explore the role of AI in CBPS user satisfaction, introducing an updated Technology Acceptance Model (TAM) and providing practical insights for Information Systems and Business Management. It contributes to consumer behaviour understanding and provides a framework for future studies in this domain.