Impact of Perceived Threat, Peer Influence, and Facilitating Conditions on the Intention to Adopt AI in Banking: A Structural Equation Modeling (SEM) Approach
摘要
This study explores the factors influencing the adoption of Artificial Intelligence (AI) in workplaces among banking professionals, focusing on the role of perceived threat, peer influence, and facilitating conditions. The objectives was to measure the impact of perceived susceptibility, perceived severity on threat, as well as to measure the impact of threat, peer influence and facilitating conditions on Intention to use AI in workplace. A relational research design was applied, collecting 217 responses from professionals in private and public sector banks in Coimbatore through stratified disproportionate sampling. The UTAUT framework guided constructs selection. Data was gathered using a systematic approach and analyzed with Jamovi software using Structural Equation Modeling (SEM). Findings highlight the importance of peer influence and organizational support in fostering AI adoption. The study offers practical insights for bank managers to promote AI integration.