Understanding User Attitudes Towards AI-Enabled Technologies: An Integrated Model of Self-Efficacy, TAM, and AI Ethics
Abstract
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.
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Shao et al. (2024) reported that users who perceive AI as ethically designed, particularly in terms of fairness, transparency, and data handling, develop more favorable attitudes, which promote intention to adopt or continue using GAI.
“For instance, Shao et al. (2024) reported that users who perceive AI as ethically designed, particularly in terms of fairness, transparency, and data handling, develop more favorable attitudes, which in turn promote their intention to adopt or continue using GAI.”
From Bridging risk and retention: risk coping with privacy and hallucination in AI (2026) · cites this paper as Shao et al. 2024
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- Authors
- Shao, C., Nah, S., Makady, H., & McNealy, J.
- Affiliations
- Marquette University (US)
- University of Florida (US)
- Corresponding author
- Shao, Chun
- Venue
- International Journal of Human–Computer Interaction
- Publisher
- Informa UK Limited
- Published
- 2024-04-04
- Pages
- 1-13
- ISSN
- 1044-7318 (ISSN-L)
- 1532-7590
- OpenAlex
- W4393987267
- Cited by
- 94
- References
- 102
- Citations by year
- 2026: 47 · 2025: 42 · 2024: 5
- FWCI
- 35.21
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- International Journal of Human-Computer Interaction (publishedVersion)
- e-Publications@Marquette (Marquette University) (submittedVersion)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Safety Research › Ethics and Social Impacts of AI
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Keywords
- user attitudes toward AI, self-efficacy, technology acceptance model, AI ethics, artificial intelligence adoption, technology acceptance, integrative model
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