BRIDGING THE AI DIVIDE: ADOPTION CHALLENGES IN MARKETING EDUCATION IN LAOS
DOI:
https://doi.org/10.14456/aamr.2025.31Keywords:
AI Adoption, Marketing Education, Digital Divide, Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB)Abstract
This study investigates the adoption of Artificial Intelligence (AI) in marketing education among students in Laos, a developing country facing infrastructure and digital literacy challenges. Integrating the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), with contextual factors like AI literacy, pedagogical alignment, and accessibility, the research examines the factors influencing AI adoption. A quantitative approach was employed, gathering data from 165 marketing students across multiple universities in Laos and analyzing it through Structural Equation Modeling (SEM). Results indicate that perceived usefulness and ease of use significantly shape attitudes toward AI, while behavioral control and accessibility strongly influence adoption intention. Social influence has minimal impact, suggesting adoption decisions are driven by practical utility rather than peer pressure. The study recommends hands-on AI training, user-centric programs, and improved access to AI resources to bridge the digital divide.
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