Identifying relevant segments of AI applications adopters : Expanding the UTAUT2’s variables
Year of publication
2021
Authors
Cabrera-Sánchez, Juan-Pedro; Villarejo-Ramos, Ángel F.; Liébana-Cabanillas, Francisco; Shaikh, Aijaz A.
Abstract
Artificial intelligence (AI) is a future-defining technology, and AI applications are becoming mainstream in the developed world. Many consumers are adopting and using AI-based apps, devices, and services in their everyday lives. However, research examining consumer behavior in using AI apps is scant. We examine critical factors in AI app adoption by extending and validating a well-established unified theory of adoption and use of technology, UTAUT2. We also explore the possibility of unobserved heterogeneity in consumers’ behavior, including potentially relevant segments of AI app adopters. To augment the knowledge of end users’ engagement and relevant segments, we have added two new antecedent variables into UTAUT2: technology fear and consumer trust. Prediction-orientated segmentation was used on 740 valid responses collected using a pre-tested survey instrument. The results show five segments with different behaviors that were influenced by the variables of the proposed model. Once known, the profiles were used to propose apps to AI developers to improve consumer engagement. The moderating effects of the added variables—technology fear and consumer trust—are also shown. Finally, we discuss the theoretical and managerial implications of our findings and propose priorities for future research.
Show moreOrganizations and authors
Publication type
Publication format
Article
Parent publication type
Journal
Article type
Original article
Audience
ScientificPeer-reviewed
Peer-ReviewedMINEDU's publication type classification code
A1 Journal article (refereed), original researchPublication channel information
Journal
Publisher
Volume
58
Article number
101529
ISSN
Publication forum
Publication forum level
2
Open access
Open access in the publisher’s service
No
Self-archived
Yes
Other information
Fields of science
Computer and information sciences; Business and management
Keywords
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Publication country
United States
Internationality of the publisher
International
Language
English
International co-publication
Yes
Co-publication with a company
No
DOI
10.1016/j.tele.2020.101529
The publication is included in the Ministry of Education and Culture’s Publication data collection
Yes