Intention to use artificial intelligence among SME account executives.

ABSTRACT:

Purposes

The study investigated the intention of account executives from Small and Medium Enterprises (SMEs) to employ artificial intelligence at their workplace. This study will examine the Unified Theory of Acceptance and Use of Technology (UTAUT), as well as technological and personal characteristics, and the role of SME account executives in adopting artificial intelligence. This study addresses the knowledge gaps in SME account executives' understanding of artificial intelligence.

Methodology

employed an online questionnaire distributed in collaboration with SMEs in Malaysia to gather responses from 273 account executives who work in SMEs. The data were analyzed using PLS-SEM and Artificial Neural Networks (ANN) to investigate SME account executives' intentions to emplo

SUBMITTER: Naji GMA 

PROVIDER: S-EPMC12920514 | biostudies-literature | 2026

REPOSITORIES: biostudies-literature