... Initial trust TAM UTAUT Social influence In the last decade, the rapid advancement of artificial intelligence (AI) has radically transformed consumer behavior and revolutionized the marketing landscape. This transformation has led to an exponential growth of research on this topic (Jain et...

...Jorge H.O. Silva; Camila Favoretto; Igor Roberto Amancio; Gilberto M.D. Ganga; Fabiane L. Lizarelli; Glauco H.S. Mendes A conceptual model based on the Unified Theory of Acceptance and Use of Technology (UTAUT) was tested via structural equation modeling by using data collected from a sample...