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<p>The study builds on established theories, including the Technology Acceptance Model (TAM), Trust Theory, and Perceived Risk Theory, to investigate how personalization, interactivity, and cultural factors impact AI trust and how this trust mediates willingness to buy, particularly in the context of performance risk. Utilizing a cross-sectional quantitative research design, data were collected from 410 respondents. The findings reveal that personalization and interactivity significantly enhance AI trust, which, in turn, positively influences willingness to buy. Performance risk is shown to have a dual role, sometimes acting as a deterrent and other times enhancing willingness to buy when the AI systems are perceived as innovative. Cultural dimensions also significantly shape willingness to buy, although they have a more direct impact on willingness to buy rather than on trust formation. These insights provide theoretical advancements in understanding AI adoption and practical implications for businesses looking to optimize AI-powered platforms.</p>

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Willingness to buy at AI powered retail stores in Saudi Arabia: Empirical study

  • 期刊论文

  • 发表日期：

    2026年1月2日

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  • Syed Shah Alam

摘要

The study builds on established theories, including the Technology Acceptance Model (TAM), Trust Theory, and Perceived Risk Theory, to investigate how personalization, interactivity, and cultural factors impact AI trust and how this trust mediates willingness to buy, particularly in the context of performance risk. Utilizing a cross-sectional quantitative research design, data were collected from 410 respondents. The findings reveal that personalization and interactivity significantly enhance AI trust, which, in turn, positively influences willingness to buy. Performance risk is shown to have a dual role, sometimes acting as a deterrent and other times enhancing willingness to buy when the AI systems are perceived as innovative. Cultural dimensions also significantly shape willingness to buy, although they have a more direct impact on willingness to buy rather than on trust formation. These insights provide theoretical advancements in understanding AI adoption and practical implications for businesses looking to optimize AI-powered platforms.