Understanding AI Adoption: The Mediating Role of Attitude in User Acceptance
Samuel Mores Geddam, Dr. N. Nethravathi, Dr. A. Ameer Hussian,
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 aff… Show more
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