Understanding user attitude towards ai agents: the roles of perceived competence, trust in technology, and social influence
This study investigates the impact of perceived competence, trust in technology, and social influence on user attitude towards AI agents. Utilizing a quantitative research design, a sample of 434 participants was surveyed to analyze the relationships between these factors and their influence on atti...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Human Resource Management Academic Research Society
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/118064/ http://psasir.upm.edu.my/id/eprint/118064/1/118064.pdf |
| _version_ | 1848867419936784384 |
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| author | Bo, Duan Ma’rof, Aini Azeqa |
| author_facet | Bo, Duan Ma’rof, Aini Azeqa |
| author_sort | Bo, Duan |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | This study investigates the impact of perceived competence, trust in technology, and social influence on user attitude towards AI agents. Utilizing a quantitative research design, a sample of 434 participants was surveyed to analyze the relationships between these factors and their influence on attitude towards AI. Pearson correlation and multiple regression analyses were conducted to evaluate the data. The results revealed that perceived competence was the strongest predictor of positive user attitude towards AI agents, followed by trust in technology and social influence. These findings highlight the critical importance of ensuring that AI systems are perceived as competent and trustworthy to foster positive user attitudes. Additionally, social influence plays a significant role in shaping how users perceive AI, indicating that peer opinions and social networks impact user attitudes. The study underscores the need for developers and policymakers to focus on enhancing AI competence, building trust through transparency, and leveraging social influence to promote positive user interactions with AI technologies. Recommendations for practical applications include improving AI system functionalities, implementing robust data privacy measures, and engaging in targeted social marketing strategies. |
| first_indexed | 2025-11-15T14:36:12Z |
| format | Article |
| id | upm-118064 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:36:12Z |
| publishDate | 2024 |
| publisher | Human Resource Management Academic Research Society |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1180642025-06-23T08:13:22Z http://psasir.upm.edu.my/id/eprint/118064/ Understanding user attitude towards ai agents: the roles of perceived competence, trust in technology, and social influence Bo, Duan Ma’rof, Aini Azeqa This study investigates the impact of perceived competence, trust in technology, and social influence on user attitude towards AI agents. Utilizing a quantitative research design, a sample of 434 participants was surveyed to analyze the relationships between these factors and their influence on attitude towards AI. Pearson correlation and multiple regression analyses were conducted to evaluate the data. The results revealed that perceived competence was the strongest predictor of positive user attitude towards AI agents, followed by trust in technology and social influence. These findings highlight the critical importance of ensuring that AI systems are perceived as competent and trustworthy to foster positive user attitudes. Additionally, social influence plays a significant role in shaping how users perceive AI, indicating that peer opinions and social networks impact user attitudes. The study underscores the need for developers and policymakers to focus on enhancing AI competence, building trust through transparency, and leveraging social influence to promote positive user interactions with AI technologies. Recommendations for practical applications include improving AI system functionalities, implementing robust data privacy measures, and engaging in targeted social marketing strategies. Human Resource Management Academic Research Society 2024-12-10 Article PeerReviewed text en cc_by_4 http://psasir.upm.edu.my/id/eprint/118064/1/118064.pdf Bo, Duan and Ma’rof, Aini Azeqa (2024) Understanding user attitude towards ai agents: the roles of perceived competence, trust in technology, and social influence. International Journal of Academic Research in Business and Social Sciences, 14 (12). pp. 527-538. ISSN 2222-6990 https://hrmars.com/index.php/IJARBSS/article/view/24001/Understanding-User-Attitude-towards-AI-Agents-The-Roles-of-Perceived-Competence-Trust-in-Technology-and-Social-Influence 10.6007/ijarbss/v14-i12/24001 |
| spellingShingle | Bo, Duan Ma’rof, Aini Azeqa Understanding user attitude towards ai agents: the roles of perceived competence, trust in technology, and social influence |
| title | Understanding user attitude towards ai agents: the roles of perceived competence, trust in technology, and social influence |
| title_full | Understanding user attitude towards ai agents: the roles of perceived competence, trust in technology, and social influence |
| title_fullStr | Understanding user attitude towards ai agents: the roles of perceived competence, trust in technology, and social influence |
| title_full_unstemmed | Understanding user attitude towards ai agents: the roles of perceived competence, trust in technology, and social influence |
| title_short | Understanding user attitude towards ai agents: the roles of perceived competence, trust in technology, and social influence |
| title_sort | understanding user attitude towards ai agents: the roles of perceived competence, trust in technology, and social influence |
| url | http://psasir.upm.edu.my/id/eprint/118064/ http://psasir.upm.edu.my/id/eprint/118064/ http://psasir.upm.edu.my/id/eprint/118064/ http://psasir.upm.edu.my/id/eprint/118064/1/118064.pdf |