Do human-like designed (anthropomorphism) artificial intelligence (AI) language platforms influence usage intentions among youths?
Purpose This study aims to develop a conceptual framework based on technology acceptance model (TAM) to explore the usage intention of artificial intelligence (AI)-language platforms, using data from the context of Sarawak, Malaysia. Specifically, the study seeks to examine the relationship between...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | en |
| Published: |
Emerald Publishing Limited
2025
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/49450/3/Do%20human.pdf http://ir.unimas.my/id/eprint/49450/ https://www.emerald.com/gkmc/article-abstract/doi/10.1108/GKMC-07-2024-0459/1258900/Do-human-like-designed-anthropomorphism-artificial?redirectedFrom=fulltext https://doi.org/10.1108/GKMC-07-2024-0459 |
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| Summary: | Purpose
This study aims to develop a conceptual framework based on technology acceptance model (TAM) to explore the usage intention of artificial intelligence (AI)-language platforms, using data from the context of Sarawak, Malaysia. Specifically, the study seeks to examine the relationship between TAM dimensions (perceived usefulness and ease of use) and quality dimensions (perceived intelligence, perceived accuracy and understandability) on the intention to use AI-language platforms, with the moderating role of anthropomorphism.
Design/methodology/approach
The present study was a quantitative research endeavour grounded in the TAM that analysed usage intention of AI-language platforms. Conducted in Sarawak, within a Borneo region, a total of 240 rows of data were collected by questionnaire and underwent initial analysis using SPSS followed by a more in-depth two-stage partial least squares structural equation model (PLS-SEM) analysis conducted with SmartPLS4.
Findings
The findings of this study indicated that the suggested predictors (perceived usefulness, perceived accuracy and understandability) have a significant impact on usage intention of AI-language platforms. However, it is noteworthy that the moderating role of anthropomorphism was not evident in the relationship between perceived usefulness and perceived ease of use, leading to usage intention.
Originality/value
Acknowledging the significance of technological and quality aspects, along with the influence of anthropomorphism on shaping users’ intentions towards AI-language platforms, the developed research framework is crucial for understanding the intention to use such platforms among young individuals in Sarawak. Therefore, this study aims to explore the usage intentions of AI-language platforms in an area that has received relatively limited research attention – specifically Sarawak, an island situated in Borneo, Malaysia. |
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