|
TECHNOLOGY READINESS FOR ARTIFICIAL INTELLIGENCE INFLUENCES INDIVIDUAL’S PURCHASING INTENTION ON SOCIAL MEDIA THROUGH TECHNOLOGY ACCEPTANCE MODEL |
|---|---|
| รหัสดีโอไอ | |
| Creator | Watcharapong TUNPORNCHAI |
| Title | TECHNOLOGY READINESS FOR ARTIFICIAL INTELLIGENCE INFLUENCES INDIVIDUAL’S PURCHASING INTENTION ON SOCIAL MEDIA THROUGH TECHNOLOGY ACCEPTANCE MODEL |
| Contributor | Wilaiwon THONGPRAYOON, Wilaipun TARICKUL |
| Publisher | Asian Administration and Management Review |
| Publication Year | 2566 |
| Journal Title | Asian Administration and Management Review |
| Journal Vol. | 6 |
| Journal No. | 1 |
| Page no. | 27-34 |
| Keyword | Technology Readiness Index, Technology Acceptance, Purchasing Intention |
| URL Website | https://so01.tci-thaijo.org/index.php/AAMR |
| Website title | https://so01.tci-thaijo.org/index.php/AAMR/article/view/263984 |
| ISSN | 2730-3683 |
| 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. |
