Support for Businesses’ Use of Artificial Intelligence: Dynamics of Trust, Distrust, and Perceived Benefits
Current research on AI has extensively examined drivers that predict individuals’ attitudes and behavioral intentions toward AI use. Despite this, there is limited research that explores factors that influence consumers’ acceptance of AI integration into businesses. As more businesses have integrate...
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| Format: | Article |
| Language: | English |
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Cogitatio
2025-04-01
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| Series: | Media and Communication |
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| Online Access: | https://www.cogitatiopress.com/mediaandcommunication/article/view/9534 |
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| author | Lisa Tam Soojin Kim Yi Gong |
| author_facet | Lisa Tam Soojin Kim Yi Gong |
| author_sort | Lisa Tam |
| collection | DOAJ |
| description | Current research on AI has extensively examined drivers that predict individuals’ attitudes and behavioral intentions toward AI use. Despite this, there is limited research that explores factors that influence consumers’ acceptance of AI integration into businesses. As more businesses have integrated AI systems into different aspects of their operations, consumers have experienced increasing interactions with AI systems adopted by businesses. Thus, it is critical to understand not only whether individuals trust and accept the use of AI in their everyday lives, but also whether they trust and accept the use of AI by businesses they interact with. As such, this study tests a theoretical framework developed on the basis of current research on AI and technology acceptance. This study used a survey dataset collected from a nationally representative sample of 420 Australian consumers in 2024. The findings revealed that the interplay between faith in general technology, trust and distrust in businesses' AI use, and perceived AI benefits shaped attitudes and behavioral intentions toward businesses using AI. These dynamics also contributed to the approval of businesses’ use of AI. The findings offer theoretical and practical insights on how to manage these dynamics to foster positive attitudes and behavioral intentions toward businesses that use AI. |
| format | Article |
| id | doaj-art-25a6ab8191d24c60a0b4077b7e587f15 |
| institution | Matheson Library |
| issn | 2183-2439 |
| language | English |
| publishDate | 2025-04-01 |
| publisher | Cogitatio |
| record_format | Article |
| series | Media and Communication |
| spelling | doaj-art-25a6ab8191d24c60a0b4077b7e587f152025-07-30T09:14:39ZengCogitatioMedia and Communication2183-24392025-04-0113010.17645/mac.95344134Support for Businesses’ Use of Artificial Intelligence: Dynamics of Trust, Distrust, and Perceived BenefitsLisa Tam0Soojin Kim1Yi Gong2School of Advertising, Marketing and Public Relations, Queensland Technology of Technology, AustraliaSchool of the Arts and Media, University of New South Wales, AustraliaSchool of Advertising, Marketing and Public Relations, Queensland Technology of Technology, AustraliaCurrent research on AI has extensively examined drivers that predict individuals’ attitudes and behavioral intentions toward AI use. Despite this, there is limited research that explores factors that influence consumers’ acceptance of AI integration into businesses. As more businesses have integrated AI systems into different aspects of their operations, consumers have experienced increasing interactions with AI systems adopted by businesses. Thus, it is critical to understand not only whether individuals trust and accept the use of AI in their everyday lives, but also whether they trust and accept the use of AI by businesses they interact with. As such, this study tests a theoretical framework developed on the basis of current research on AI and technology acceptance. This study used a survey dataset collected from a nationally representative sample of 420 Australian consumers in 2024. The findings revealed that the interplay between faith in general technology, trust and distrust in businesses' AI use, and perceived AI benefits shaped attitudes and behavioral intentions toward businesses using AI. These dynamics also contributed to the approval of businesses’ use of AI. The findings offer theoretical and practical insights on how to manage these dynamics to foster positive attitudes and behavioral intentions toward businesses that use AI.https://www.cogitatiopress.com/mediaandcommunication/article/view/9534artificial intelligenceconsumersdistrustfaith in technologyperceived benefitstrust |
| spellingShingle | Lisa Tam Soojin Kim Yi Gong Support for Businesses’ Use of Artificial Intelligence: Dynamics of Trust, Distrust, and Perceived Benefits Media and Communication artificial intelligence consumers distrust faith in technology perceived benefits trust |
| title | Support for Businesses’ Use of Artificial Intelligence: Dynamics of Trust, Distrust, and Perceived Benefits |
| title_full | Support for Businesses’ Use of Artificial Intelligence: Dynamics of Trust, Distrust, and Perceived Benefits |
| title_fullStr | Support for Businesses’ Use of Artificial Intelligence: Dynamics of Trust, Distrust, and Perceived Benefits |
| title_full_unstemmed | Support for Businesses’ Use of Artificial Intelligence: Dynamics of Trust, Distrust, and Perceived Benefits |
| title_short | Support for Businesses’ Use of Artificial Intelligence: Dynamics of Trust, Distrust, and Perceived Benefits |
| title_sort | support for businesses use of artificial intelligence dynamics of trust distrust and perceived benefits |
| topic | artificial intelligence consumers distrust faith in technology perceived benefits trust |
| url | https://www.cogitatiopress.com/mediaandcommunication/article/view/9534 |
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