Understanding AI Adoption: The Mediating Role of Attitude in User Acceptance

Abstract

This study investigates the factors influencing the adoption of AI tools by examining the roles of Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) in shaping Behavioural Intention to Use (BIU) through the mediating effect of Attitude Towards Use (ATU). Drawing on the Technology Acceptance Model (TAM), the study employed Mediation Analysis through user estimand method using IBM AMOS to analyze data collected from IT professionals, Bengaluru. The findings reveal that both PU and PEOU significantly affect BIU, both directly and indirectly via ATU. These results underscore the importance of both perceived usefulness and ease of use in fostering positive user attitudes and enhancing behavioural intentions towards AI tools. The study's implications highlight the need for developers and organizations to focus on improving the functional benefits and user-friendliness of AI tools while also addressing user attitudes through comprehensive training and effective communication strategies. By understanding and leveraging these mediating pathways, organizations can better facilitate the adoption and utilization of AI technologies. This research contributes to the theoretical understanding of technology acceptance and provides practical insights for promoting AI tool adoption.