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 c.....

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