Consumers Adoption Behavior Prediction through Technology Acceptance Model and Machine Learning Models

Author(s):  
Xinying Li ◽  
Lihong Zheng
Author(s):  
Xiaohang Zhang ◽  
Yuan Wang ◽  
Zhengren Li

Machine learning models enable data-based decision-making in many areas and have attracted extensive attention. By testing the factors that influence the adoption of machine learning models, this study expands the scope of machine learning models in information technology adoption research. Based on the machine learning background and Technology Acceptance Model, this study integrates the necessary external variables, proposes a research model, and further verifies the validity of the model through the survey of 192 users of machine learning models. The results showed that organizational factors, trust, perceived usefulness, and perceived ease of use are positively correlated with the attitude of machine learning models. Moreover, our findings show that the interpretability of the model has an important positive effect on trust. The factors examined in this study are the basis for the development and use of reliable machine learning models. And it has important practical significance for promoting user adoption of machine learning model. Meanwhile, these theoretical studies also provide a strong literature support for the adoption of machine learning models and fill the theoretical research gap in this field.


2020 ◽  
Author(s):  
Said Abdelrahim Salloum 5th ◽  
Iman Akour Sr ◽  
Muhammad Alshurideh 2nd ◽  
Barween Al Kurdi 3rd ◽  
Amal Al Ali 4th

BACKGROUND This paper investigates the use of mobile learning platforms for learning purposes among university students in UAE. An extended Technology Acceptance Model (TAM) and theory of planned behavior (TPB) are proposed to analyze the adoption of mobile learning platforms by university students for accessing course materials, searching the web for information related to their discipline, sharing knowledge, conducting assignments during COVID-19 pandemic. The total number of questionnaires collected was 1880 form different universities. Partial least squares-structural equation modeling (PLS-SEM) and machine learning algorithms (ML) were utilized to investigate the research model based on the student’s data gathered through a survey. According to the results, each hypothesized relationship within the research model has been supported by the data analysis methods. It should also be noted that the J48 classifier mostly had the upper hand on other classifiers when it comes to the prediction of the dependent variable. As per the indication of our research, teaching and learning can greatly benefit from the adoption of machine learning as an educational tool at the time of this pandemic; nevertheless, its significance could be lowered because of the emotion of fear concerning poor grades, stressful family circumstances, and loss of friends. Accordingly, this issue can only be solved by evaluating the emotions of students during this pandemic. OBJECTIVE This study is one of the earliest attempt to: (1) theoretically integrate the notion of fear within a hybrid model of Technology Acceptance Model (TAM) & Theory of Planned Behavior (TPB) (2) empirically test the effect of COVID-19 on the users of mobile application, and (3) explore the impact of the Coronavirus pandemic on users' ability to use the mobile application easily and users' attitude towards the usefulness of mobile learning platform. METHODS The developed theoretical model has been evaluated using two different techniques in this research. The first one involves the usage of the partial least squares-structural equation modeling (PLS-SEM) alongside the SmartPLS tool. This research uses PLS-SEM mainly because both the structural and measurement model can be concurrently analyzed through PLS-SEM, which increases the preciseness of results. As for the second technique, the research predicts the dependent variables entailing the conceptual model with the help of machine learning algorithms via Weka. RESULTS The present research has implemented a model that would be useful for future studies to be conducted since it helps assess the COVID-19 influence at the time of the pandemic period. Keeping the research results in mind, and the fear factor present during the period, the ML is considered to be a significantly useful tool which helps reduce the fear present within the peers and instructors. Similarly, the perceived fear (PF) highly affects the PU and PEU. According to the responses, during the pandemic period, the PF is quite evident; however, the ML maintains a high PU and PEU degree, which reduces the fear factor and encourages the students to participate in their scheduled class. CONCLUSIONS The current research results are similar to the ones presented in earlier research studies related to the TAM and TPB variable’s importance (Ajzen, 1985; F. D Davis, 1989; Teo, 2012; V Venkatesh & Bala, 2008). It is observed that the students are much more acceptable towards technology is there is nothing but the ML technology available as the tool for learning during the COVID-19 pandemic. The PU and PEU related results are also similar to the ones of the earlier PU and PEU related results that influence the student acceptance of ML. Hence, it should be considered as an indicator for the students intention to make use of the ML when the environment is infected with COVID-19. Furthermore, PU is highly affected by PEU, which indicates that if it is easy to use the technology, then it would be considered useful.


2020 ◽  
Vol 75 (4) ◽  
pp. 625-636 ◽  
Author(s):  
Hanyoung Go ◽  
Myunghwa Kang ◽  
SeungBeum Chris Suh

Purpose The purpose of this study is to discuss how consumers accept advanced artificial intelligence (AI) robots in hospitality and tourism and provide a typology and conceptual framework to support future research on advanced robot applicability. Design/methodology/approach This research reviews current cases of AI use and technology acceptance model (TAM) studies and proposes a framework, interactive technology acceptance model (iTAM), to identify key determinants that stimulate consumer perceptions of advanced robot technology acceptance. Findings The main constructs and types of advanced robots were identified by reviewing TAM studies and AI robots that are currently used in the tourism and hospitality industry. This research found that as technologies tested in TAM studies have been improved by highly interactive systems, increased capability and a more user-friendly interface, examining perceived interactivity of technology has become more important for advanced robot acceptance models. The examples of advanced robot uses indicate that each machine learning application changes the robots’ task performance and interaction with consumers. Conducting experimental studies and measuring the interactivity of advanced robots are vital for future research. Originality/value To the authors’ knowledge, this is the first study on how consumers accept AI robots with machine learning applications in the tourism and hospitality industry. The iTAM framework provides fundamental constructs for future studies of what influences consumer acceptance of AI robots as innovative technology, and iTAM can be applied to empirical experiments and research to generate long-term strategies and specific tips to implement and manage various advanced robots.


2020 ◽  
Vol 2 (1) ◽  
pp. 3-6
Author(s):  
Eric Holloway

Imagination Sampling is the usage of a person as an oracle for generating or improving machine learning models. Previous work demonstrated a general system for using Imagination Sampling for obtaining multibox models. Here, the possibility of importing such models as the starting point for further automatic enhancement is explored.


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