The mediating role of attitude towards the technology in shaping artificial intelligence usage among professionals

Abstract

This study aims to explore the factors influencing the adoption of artificial intelligence (AI) among professionals in Bangladesh, with a particular focus on the mediating role of attitudes toward AI in the adoption process. The research is grounded in the Unified Theory of Acceptance and Use of Technology (UTAUT). Data were collected through a structured questionnaire distributed to 551 professionals across various sectors in Bangladesh, yielding 330 usable responses. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed hypotheses. The quantitative approach facilitated a comprehensive examination of direct and mediated relationships between constructs. The findings indicate that performance expectancy, effort expectancy, social influence and facilitating conditions significantly influence behavioral intentions to adopt AI. Attitudes toward AI were found to mediate the relationship between these factors and the intention to use AI. Notably, performance expectancy, social influence and facilitating conditions had the strongest effects on behavioral intention, while effort expectancy was also important predictors. The study is limited by its reliance on self-reported data, which may be subject to social desirability bias. Future research could explore longitudinal designs and additional factors such as organizational culture and environmental influences. The findings provide actionable insights for policymakers and organizational leaders to develop targeted strategies that promote AI adoption among professionals in developing countries. Understanding AI adoption in a developing country can help bridge the digital divide and promote inclusive technological growth. This study contributes to the literature by integrating UTAUT in a developing country context, highlighting the mediating role of attitudes in AI adoption.