Perceived Usefulness and Ease of Use of Artificial Intelligence on Marketing Innovation.
Maruf Fatima SadriwalaKaneez Fatima SadriwalaPublished in: Int. J. Innov. Digit. Econ. (2022)
Keyphrases
- perceived usefulness
- artificial intelligence
- factors affecting
- factors that affect
- questionnaire survey
- attitudes toward
- user satisfaction
- structural equation modeling
- technology adoption
- user acceptance
- information quality
- data mining
- positive effects
- knowledge management
- technology acceptance model
- computer self efficacy
- university students
- social media
- quantitative and qualitative
- technology acceptance
- learning outcomes
- computer anxiety