النشر الالكتروني - الاصدار 25 - العدد 3 , 2025

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Technology Readiness as a Predictor of Consumer Engagement with AI in Marketing

Researcher:

]MOHAMMED N H ASHOUR - Master's Degree - Department / Business Administration - Altınbaş University [

]Istanbul, 2025[

 

Abstract:

This study investigates the predictive role of technology readiness in shaping consumer engagement with artificial intelligence (AI) applications in marketing. Drawing on the Technology Readiness Index (TRI 2.0), the Technology Acceptance Model (TAM), and the integrated Technology Readiness and Acceptance Model (TRAM), the study explores how psychological traits—optimism, innovativeness, discomfort, and insecurity—impact consumer interaction with AI-powered tools. 

 

DOI: https://doi.org/10.62690/ijssp2531

 

تحميل الملف

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