مجلة طبنـــة للدراسات العلمية الأكاديمية

Factors Influencing The Adoption Of Marketing Artificial Intelligence In Cellular Telecommunications Companies: The Mediating Role Of Customer Behavioral Intention

Auteurs : Albatal Mohammed . Damak Mouna .

Résumé

The study aims at identifying the factors that affect the adoption and use of marketing Artificial Intelligence (AI) applications by the consumers of Jordanian Telecommunications companies. The research explored the mediating role of customer Behavioral Intention to Use (BI) between the independent variables and the Actual Use (AU) of standard artificial intelligence systems. The independent variables used in this study are Perceived Ease of Use, Perceived Usefulness, Perceived Interactivity, Perceived Trust, Technology Anxiety and Customer Experience. The study adopted a descriptive and analytical methodology to collect primary data from 478 active customers of Jordanian Telecommunications companies for the objective of this study. The analytical process included total data cleaning, descriptive analysis using the SPSS program (version 31) and structural equation modeling with PLS-SEM (version 4). The results of the PLS-SEM analysis revealed that Perceived Usefulness, Perceived Ease of Use, Perceived Interactivity and Customer Experience have a significant positive impact on Actual Use. Actual Use is best predicted by Behavioral Intention to Use. Behavioral Intention to Use partially mediated the majority of relationships with Actual Use. However it fully mediates the relationship between perceived trust and technology anxiety and actual use. This study’s results suggest that telecommunications companies should increase the factor of Perceived Usefulness, provide user-oriented interactions, and create digital trust among their customers to use AI marketing applications.

Mots clés

AI Marketing, Technology Acceptance Model (TAM), Customer Intention, Actual Use, Jordanian Telecom Companies, PLS-SEM