An Analysis of Artificial Intelligence Adoption Behavior Applying Extended UTAUT Framework in Urban Cities: The Context of Collectivistic Culture

Abstract

The objective of this study is to examine an extended version of the Unified Theory of Acceptance and Use of Technology that takes behavioral assumptions (trust, innovativeness, social influence, performance and effort expectancy, and perceived risk) into account as it examines the adoption behavior of artificial intelligence applications in the context of Pakistan. The moderating framework also serves to examine the impact of the collectivism culture. The outcomes supported the hypothesized relationships, and they showed that the suggested model fit the data well. The outcomes also demonstrated that cultural factors strengthened these relationships. This study offers a number of conceptual and practical implications.

Keywords

• AI applications
• behavioral intention
• UTAUT model
• collectivism culture
• urban cities