Adoption and use factors of artificial intelligence and big data by citizens

• Patricia Sánchez-Holgado ^[1] ; Carlos Arcila-Calderón ^[1]
  1. [1] Universidad de Salamanca

     Universidad de Salamanca

     Salamanca, España

     
• Localización: Comunicación y sociedad = Communication & Society, ISSN-e 2386-7876, ISSN 0214-0039, Vol. 37, Nº. 2, 2024, págs. 227-246
• Idioma: español
• Enlaces
  • Texto completo
• Resumen

  • The impact of artificial intelligence on people’s lives is demonstrated today. Previous literature has shown that the use of a specific technology is directly linked to the individuals’ intention to use it. The aim of this paper is to study the factors that determine the adoption and use of artificial intelligence and big data in Spain, using a research model based on the Unified Theory of Acceptance and Use of Technology (UTAUT), proposed by Venkatesh et al. (2003). This work addresses the specific gap in the validation of the original theoretical model of UTAUT in two dimensions, with respect to the adoption of artificial intelligence by citizens and with respect to the factors that influence this adoption, evaluating the previous ones and proposing some new ones considering the current context. The methodology used is based on a national survey, and it analyzes the research model using the statistical technique of Partial Least Squares Structural Equation Modelling (PLS-SEM), which details the mediating and moderating relationships between constructs. The results show that Intention to Use has a direct positive influence on the Use of artificial Intelligence and big data, confirming previous literature. Performance Expectancy is the strongest predictor of Intention to Use, and indirectly of the adoption of artificial intelligence and big data applications. Effort Expectancy, in its application to the adoption of AI and big data by citizens, is an indirect determinant mediated by the Intention to Use, but its total effect (direct + indirect) is not significant.