The role of digital skills in the acceptance of artificial intelligence
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 12 February 2024
Issue publication date: 23 July 2024
Abstract
Purpose
The service industry is facing the huge impact of digital transformation, in which artificial intelligence (AI) plays one of the most important roles. This study aims to expand the understanding of the AI acceptance framework and confirm whether consumers’ digital skills have a moderating effect on the research model.
Design/methodology/approach
Hypotheses were tested using a data set of 1,641 individuals. Partial least squares structural equation modeling and multi-group analysis were used to estimate the model.
Findings
The results indicate that antecedent factors influence consumers’ willingness to use AI devices in services. The two groups of different digitally savvy respondents differ because the influence of anthropomorphism, social influence and hedonic motivation on respondents’ perceived efforts to use AI devices in service delivery depends on respondents’ digital skills.
Originality/value
The novel contribution of this study is reflected in a comprehensive model that explains the moderating effect of individual digital skills on willingness to use AI devices. The attitudes of experienced and digitally skilled consumers are valuable and highlight some important theoretical, practical implications and future lines of research.
Keywords
Acknowledgements
The authors are thankful for the feedback received from the participants of the AIRSI2021 conference.
Citation
Vitezić, V. and Perić, M. (2024), "The role of digital skills in the acceptance of artificial intelligence", Journal of Business & Industrial Marketing, Vol. 39 No. 7, pp. 1546-1566. https://doi.org/10.1108/JBIM-04-2023-0210
Publisher
:Emerald Publishing Limited
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