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Factors Influencing Attitude and Intension to use AI Chatbot

Purpose This study aims to empirically investigate the factors influencing the adoption of ChatGPT for marketing purposes, focusing on its use in underdeveloped countries, including Pakistan. The research leverages the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) to explore determ...

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Autor principal: Emmanuel Imuede Oyasor
Formato: Artigo
Idioma:Inglês
Publicado em: BMER Consultancy 2024-07-01
coleção:Reviews of Management Sciences
Assuntos:
chatgpt adoption
marketing generation
utaut2
learning price
hedonic motivation
underdeveloped nations
Acesso em linha:https://rmsjournal.com/index.php/admin/article/view/229
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