Factors that affect Malaysian companies' usage intention of artificial intelligence advertising

Chan, Wai Yi (2024) Factors that affect Malaysian companies' usage intention of artificial intelligence advertising. Master dissertation/thesis, UTAR.

Preview

PDF Download (2313Kb) | Preview

Abstract

This study investigates the determinants that impact the inclination of Malaysian enterprises to utilise AI advertising. The study employs a complete statistical analysis technique, including descriptive analysis, ANOVA, correlation analysis, normality tests, independent t-tests, and multiple regression analysis, by determine the primary determinants of the adoption of AI advertising. The findings indicate that subjective norms, attitude towards AI advertising, and perception of behavioural control all have a significant impact on the intention to utilise AI advertising. The regression model accounts for 57.1% of the variation in the intention to utilise AI advertising, suggesting a strong connection between the predictors and the dependent variable. These findings have practical consequences for organisations operating in the AI advertising sector, indicating the necessity of customised strategies and improved training programs to boost the rate at which AI technology is used. The study enhances the current body of knowledge for researchers by offering empirical proof on the elements that impact the intention to use AI advertising. It proposes potential areas for future research, such as investigating new predictors and utilising longitudinal and qualitative research methods. In summary, this practice highlights significance of comprehending the elements that impact adoption of AI advertising. This understanding is crucial for devising effective strategies that may optimise the utilisation and benefits of artificial intelligence in advertising on the commercial environment in Malaysia.

Actions (login required)