...Imran Mehboob Shaikh; M Ishaq Bhatti; Sławomira Hajduk; Sindhia Arijo; Geoffrey Harvey Tanakinjal Purpose Using the Unified Theory of Acceptance and Use of Technology ( UTAUT ) model, this study aims to investigate the variables that influence bank customers’ acceptance of AI-enabled applications...

... predominantly relied on established technology acceptance frameworks such as the UTAUT, which explains adoption through cognitive beliefs including performance expectancy, effort expectancy, social influence and hedonic motivation (Venkatesh et al., 2012). While UTAUT has been widely validated across...