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Keywords: Behavioral reasoning theory
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2024) 41 (3): 314–327.
Published: 28 March 2024
...Mon Thu Myin; Kittichai Watchravesringkan Purpose Driven by Davis’s (1989) technology acceptance model (TAM) and Westaby’s (2005) behavioral reasoning theory (BRT), the purpose of this study is to develop and test a conceptual model and examine consumers’ acceptance of artificial intelligence (AI...
