CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN HÀNH VI ỨNG DỤNG TRÍ TUỆ NHÂN TẠO (AI) CỦA NHÂN VIÊN MARKETING TẠI CÁC DOANH NGHIỆP VỪA VÀ NHỎ Ở VIỆT NAM: ỨNG DỤNG MÔ HÌNH UTAUT MỞ RỘNG

Abstract

In the context of rapid digital transformation, the adoption of artificial intelligence (AI) in marketing activities has become an important trend among small and medium-sized enterprises (SMEs) in Vietnam. This study examines the factors influencing AI adoption behavior among marketing employees based on the extended UTAUT model. Data were collected from 303 marketing employees in Vietnamese SMEs and analyzed using PLS-SEM through SmartPLS 4 software. The findings indicate that Performance Expectancy (PE), Effort Expectancy (EE), and Social Influence (SI) positively affect Behavioral Intention to use AI (BI), whereas AI Anxiety (AIA) negatively influences adoption intentions. Facilitating Conditions (FC) and Behavioral Intention (BI) positively affect actual AI Use Behavior (UB). Performance Expectancy emerged as the strongest predictor of marketing employees' intention to adopt AI.