FORMULATING AN EXPANDED UTAUT2 MODEL TO INVESTIGATE DETERMINANTS IMPACT ON CONSUMER ADOPTION OF ARTIFICIAL INTELLIGENCE

Abstract

This research aims to enhance the adoption of AI in Pakistan to increase their work performance. The researcher expands the UTAUT2 model with perceived trust in this current research. In methodology, the researcher used a non-probability sampling method for data collection, and the unit of analysis was the user of Artificial Intelligence devices. This research used a survey method and data were collected through the online Google form. The sample size was 357, for data analysis two software were used first one is SPSS and Smart-Pls, structural equational model (SEM). SEM is used for measurement and structural modeling. The measurement model was used for validity and reliability, and the structural model was used for testing the hypotheses. The finding of this research is that all factors like performance expectancy, effort expectancy, facilitating condition, hedonic motivation, perceived trust, and behavioral intention play a major role in adopting artificial intelligence. The originality of this research conducted in Pakistan expands the utaut2 model with perceived trust. The primary objective is to gain valuable insight into organizations, specifically consumer adoption of AI. This study is conducted on the comprehension of consumer behavior to spare the adoption of AI.