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In a period where interest in Artificial Intelligence (AI) is rapidly increasing, there remains a notable research gap, especially in the context of AI adoption in Small and Medium Enterprises (SMEs). This study seeks to address this gap by investigating AI acceptance in Jordanian SMEs. Considering Jordan’s cultural environment of high uncertainty avoidance, the research focuses on the role of perceived trust on AI adoption. It utilizes the Stimulus-Organism-Response (S–O–R) framework in combination with the Technology Acceptance Model (TAM) to thoroughly examine these perceptions and their impact on acceptance factors. The study employs Structural Equation Modeling (SEM) to rigorously test its measurement and structural models. Its findings, which corroborate all proposed hypotheses, highlight the essential role of perceived trust in fostering a positive attitude towards AI among Jordanian SMEs.

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The Role of Perceived Trust in Embracing Artificial Intelligence Technologies: Insights from SMEs

  • 章节

  • 发表日期：

    2025年

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  • Mowafaq Salem Alzboon,
  • Hussam Mohd Al-Shorman,
  • Sabha Maria” Nawaf Alka’awneh,
  • Seyed Ghasem Saatchi,
  • Muhyeeddin Kamel Salman Alqaraleh,
  • Enas Ismail Mohammad Samara,
  • Mutaz Khaled Yousef Abdel Wahed,
  • Sulieman Ibraheem Mohammad,
  • Ala’a M. Al-Momani,
  • Ayman Ahmad Abu Haija

摘要

In a period where interest in Artificial Intelligence (AI) is rapidly increasing, there remains a notable research gap, especially in the context of AI adoption in Small and Medium Enterprises (SMEs). This study seeks to address this gap by investigating AI acceptance in Jordanian SMEs. Considering Jordan’s cultural environment of high uncertainty avoidance, the research focuses on the role of perceived trust on AI adoption. It utilizes the Stimulus-Organism-Response (S–O–R) framework in combination with the Technology Acceptance Model (TAM) to thoroughly examine these perceptions and their impact on acceptance factors. The study employs Structural Equation Modeling (SEM) to rigorously test its measurement and structural models. Its findings, which corroborate all proposed hypotheses, highlight the essential role of perceived trust in fostering a positive attitude towards AI among Jordanian SMEs.