TECHNOLOGY READINESS FOR ARTIFICIAL INTELLIGENCE INFLUENCES INDIVIDUAL’S PURCHASING INTENTION ON SOCIAL MEDIA THROUGH TECHNOLOGY ACCEPTANCE MODEL

Authors

  • Watcharapong TUNPORNCHAI Business Administration Program, Ramkhamheang University, Thailand
  • Wilaiwon THONGPRAYOON Business Administration Program, Ramkhamheang University, Thailand
  • Wilaipun TARICKUL Business Administration Program, Ramkhamheang University, Thailand

DOI:

https://doi.org/10.14456/aamr.2023.3

Keywords:

Technology Readiness Index, Technology Acceptance, Purchasing Intention

Abstract

Artificial intelligence role the most essential and influential for digital marketing. For social media, AI is one of the most powerful tools to gain buying intention. This research aims to study the effect of the technology readiness index model to be mediated through the technology acceptance model on purchasing intention. The results showed optimism, innovativeness, and insecurity influence the purchasing intention through perceived usefulness and perceived ease of use.

References

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Published

2023-07-11

How to Cite

Tunpornchai, W., THONGPRAYOON, W., & TARICKUL, W. (2023). TECHNOLOGY READINESS FOR ARTIFICIAL INTELLIGENCE INFLUENCES INDIVIDUAL’S PURCHASING INTENTION ON SOCIAL MEDIA THROUGH TECHNOLOGY ACCEPTANCE MODEL. Asian Administration and Management Review, 6(1), 27–34. https://doi.org/10.14456/aamr.2023.3

Issue

Vol. 6 No. 1 (2023): Asian Administration and Management Review

Section

Articles

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Copyright (c) 2023 Authors

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