I Was Born to Love AI: The Influence of Social Status on AI Self-Efficacy and Intentions to Use AI

Authors

  • Joo-Wha Hong Ph.D. candidate at USC Annenberg

Keywords:

technology acceptance model, self-efficacy, diffusion of innovation, social status, artificial intelligence

Abstract

This study employed a survey to examine the role of social status on the acceptance of artificial intelligence (AI) technology. One’s self-efficacy with using AI technology was assumed to be determined by various factors coming from demographic status, which ultimately leads to the intention to use that technology. This was hypothesized based on the technology acceptance model, self-efficacy, and diffusion of innovation. Participants (n = 369) reported their perceived mastery of AI products, vicarious experiences with AI products, social persuasions of using AI products, AI self-efficacy, perceived usefulness of AI, perceived ease of using AI, intention to use AI, and demographic information. Both education level and income were found to affect the intention to adopt AI technology through AI self-efficacy. However, the age of participants was found not to be a determinant. The implications of the findings for applications and theory are discussed.

Author Biography

Joo-Wha Hong, Ph.D. candidate at USC Annenberg

Ph.D. candidate at USC AnnenbergPhone number: 217-419-7326

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Published

2022-01-01

Issue

Vol. 16 (2022)

Section

Articles

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