User acceptance of an artificial intelligence (AI) virtual assistant : an extension of the technology acceptance model

This study investigates the factors affecting the intention to adopt and use an artificial intelligence (AI) virtual assistant. This study examines and extends the technology acceptance model (TAM). Study results support the TAM, wherein perceived usefulness and perceived ease of use have a positive impact on behavioral intention to use an AI virtual assistant. Moreover, perceived ease of use and subjective norm have a positive effect on perceived usefulness. This study discusses both theoretical and practical implications of the findings