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August 1, 2025Global Journal of Economic and BusinessOpen Access

Consumer Behavior Toward AI-Driven Marketing: Insights from UTAUT and Uses and Gratifications Models

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Authors

MGMarwan GhabbanYAYazeed AlsughayyirAAAhlam Alslimani

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Overview

Quantitative analysis shows AI adoption barriers in consumer behavior, highlighting trust and ethical concerns.

Key Points

  • Consumers exhibit strong intention to adopt AI in marketing influenced by perceived ease of use, yet significant barriers exist.
  • Reliability assessment confirmed using Cronbach's Alpha for survey instruments, with Chi-square revealing key variable relationships.
  • Social Influence negatively impacts Behavioral Intention, indicating concerns about AI's intrusiveness in marketing strategies.
  • Strategies must emphasize usability and ethical data practices to increase consumer trust and enhance adoption rates.

Cite This Study

Ghabban et al. (2025) studied this question.

synapsesocial.com/papers/68af78327567bf4f94ff0ffahttps://doi.org/10.31559/gjeb2025.15.4.4
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