The Role of Thai Consumers' Anxiety on their Intention to Adopt Artificial Intelligence Assisted Online Marketing

Abstract

ABSTRACTThe rapid adoption of artificial intelligence (AI) in online marketing presents transformative opportunities and challenges, particularly in dynamic markets like Thailand. While AI-assisted online marketing enhances personalization, efficiency, and predictive analytics, it introduces special anxieties�termed Artificial Intelligence Anxiety (AIA)�that can significantly influence consumers� intention to adopt the AI-assisted online marketing. This study explores the impact of AIA on Thai consumers' intention to adopt AI-assisted online marketing, leveraging the Technology Acceptance Model (TAM) as a theoretical framework. By integrating eight types of AIA, including privacy violation anxiety (PVA), bias behaviour anxiety (BBA), job replacement anxiety (JRA), learning anxiety (LA), existential risk anxiety (ERA), against ethics anxiety (AEA), artificial consciousness anxiety (ACA), lack of transparency anxiety (LoTA), into TAM, the research evaluates their influence on perceived usefulness (PU), perceived ease of use (PEoU), and subsequent the intention to adopt (IA) the AI-assisted online marketing.Data for this quantitative research were collected from 398 Thai consumers through a structured questionnaire and analysed using confirmatory factor analysis and structural equation modelling. Results reveal privacy violation anxiety (PVA), existential risk anxiety (ERA), and lack of transparency anxiety (LoTA) negatively affect both PU and PEoU. learning anxiety (LA) and bias behaviour Anxiety (BBA) influence PEoU but not PU, while against ethics anxiety (AEA) impacts PU. PEoU strongly predicts PU and both factors directly enhance IA. Furthermore, the findings emphasize the mediating role of PU and PEoU in shaping consumer adoption intention. The findings provide both theoretical and practical implications, offering valuable insights for AI developers and marketers to address consumer concerns effectively. By refining strategies to mitigate anxieties and enhance user acceptance, businesses can foster the adoption of AI in Thailand's rapidly evolving e-commerce landscape.

????????????????????????????????????????????????????????????????????????????????? ??????????????????????????????????????????????????????????????????????????????????????? ??????????????????????????????????????????????? (AI-Assisted Online Marketing) ???????????????????????????????????????????? ?????????? ?????????????????????????????? ??????????????????????????????????????????????????????? (Artificial Intelligence Anxiety: AIA) ??????? ???????????????????????????????????????????????????????????????????? ??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? ?????????????????????????????? (Technology Acceptance Model: TAM) ??????????????????????? ??????????????????????????????????????????? 8 ???????????????????????????? 2 ?????? ?????????????????????????????????????????????????????????????????????? ?????? ???????????????????????????????????? (Privacy Violation Anxiety: PVA), ???????????????????????????? (Bias Behaviour Anxiety: BBA), ????????????????????????????? (Job Replacement Anxiety: JRA), ??????????????????????? (Learning Anxiety: LA), ?????????????????????????????????????? (Existential Risk Anxiety: ERA), ?????????????????????????? (Against Ethics Anxiety: AEA), ???????????????????????????????????? (Artificial Consciousness Anxiety: ACA), ?????????????????????????? (Lack of Transparency Anxiety: LoTA), ????????????????? (Perceived Usefulness: PU), ??????????????????????????????? (Perceived Ease of Use: PEoU)?????????????????????????????????????????????????????? 398 ????????????????????????????????????? (Structured Questionnaire) ??????????????????????????????????????????????????????????? (Confirmatory Factor Analysis: CFA) ??????????????????????????? (Structural Equation Modelling: SEM) ?????????????? ????? ???????????????????????????????????? (PVA) ?????????????????????????????????????? (ERA) ????????????????????????????? (LoTA) ?????????????????????????????? (PU) ??????????????????????????????? (PEoU) ????????? ????? ??????????????????????? (LA) ??????????????????????????????? (BBA) ??????????????????????????????? (PU) ??????????????????????????????? (PEoU) ???????????????????????????????? (AEA) ???????????????????????? (PU) ??????????????? ??????? ???????????????????????????? (PEoU) ?????????????????????????????? (PU) ?????????????????????????????????????????????????????????????????????????????????????????? ????? ???????????????????????????????????? (PU) ??????????????????????????????? (PEoU) ??????????????????????? (Mediator) ?????????????????????????????????????????????????????????????????????????? ???????????????????????????????????????????????????????? ??????????????????????????????????????????????????????????????????????????????????????? ??????? ????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? ????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????