Understanding User Attitudes Towards AI-Enabled Technologies: An Integrated Model of Self-Efficacy, TAM, and AI Ethics

Despite a growing body of research on AI adoption and use, the impact of various psychological and technological factors on users’ decision-making processes remains largely understudied. To bridge this gap, this study examines the combined influence of self-efficacy, AI ethics, and technological factors on users’ attitudes toward the use of AI technologies. Using an integrated theoretical model that combines self-efficacy theory and the technology acceptance model, this study conducted a nationwide survey in the U.S. (N = 1252) to test the multistage process of determining users’ attitudes toward the use of AI technologies. The results showed that perceived AI ethics plays a vital role in mediating between self-efficacy and technological factors, leading to a more positive attitude toward AI technologies. This study contributes to the AI adoption literature by advancing an integrated model to unveil the underlying mechanisms influencing users’ attitudes toward AI. Theoretical and practical implications are further discussed.