UPSI Digital Repository (UDRep)
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UPSI Digital Repository (UDRep)
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| Abstract : Perpustakaan Tuanku Bainun |
| The rapid growth of AI-driven advertising requires a clear understanding of user acceptance for long-term market success. However, existing research lacks a framework addressing Huawei smartphone users_ acceptance of AI advertising in Henan Province, hindering the development of targeted strategies. This study, based on the extended UTAUT model, aims to: (1) Examine the relationship between UTAUT factors (Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, advertising Creativity, Consumer Perception, Behavioral Intention, and User Behavior) and AI advertising in Henan, China; (2) Investigate the mediating role of Behavioral Intention between independent variables (Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, advertising Creativity, Consumer Perception) and the dependent variable (User Behavior); (3) Evaluate the moderating effects of Gender, Age, and Experience on these relationships; and (4) Develop a refined conceptual framework for AI advertising acceptance, based on extended UTAUT constructs and empirical findings from the Henan market. This study employed a quantitative research design utilizing stratified random sampling. An online questionnaire was administered, resulting in 500 distributed surveys and 500 valid responses collected from Huawei users, achieving a 100% response rate. SPSS analysis showed good reliability, with all constructs meeting the Cronbach_s alpha threshold (_ _ 0.70). Structural Equation Modeling (SEM) validated the model, confirming that all variable relationships were significant, except for the age-moderated relationship between Effort Expectancy and Behavioral Intention. advertising Creativity (B=0.284) had the strongest mediating effect, while among the moderators, User Experience (B=0.063) had the most significant impact on facilitating conditions and behavioral intention. The final output is an AI advertising acceptance framework, UTAUTadvertising, offering practical insights for AI ad design, focusing on usability, creativity, transparent regulation, and industry development |
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