AI Trust and User Adoption of AI-Supported Features on Instagram: A UTAUT Framework Analysis

AbstractPurposeThis study is an attempt to develop and test a model to understand the key factors that have an impact on the adoption of AI-supported features on Instagram, based on an adapted version of the Unified Theory of Acceptance and Use of Technology (UTAUT).Design/methodology/approachThe factors such as facilitating conditions (FC), social influence (SI), performance expectancy (PE), effort expectancy (EE), attitude, and behavioural intentions (BI), along with trust in AI, as an additional factor, were included in the model tested using SMART PLS.FindingsThe findings reveal that trust in AI significantly influences attitude, EE, PE, and actual use behaviour (AUB), but does not directly impact BI. Additionally, SI has a critical contribution to forming BI, while attitude influences actual use behaviour rather than intention.Originality/valueThe analysis of indirect effects highlights key mediating relationships in the model. Furthermore, mediation analysis revealed that AI trust significantly influences use behaviour through AI attitude, and social influence indirectly affects use behaviour via behavioural intention.