Adaptation of technological readiness and values-enriched artificial intelligence-based products to the technology acceptance model, and a comparative analysis of cultural differences

The issue of individuals' adoption of technology has always been an area of interest in the literature and the scientific aspect of the phenomenon has been emphasized with different theories and approaches. In this context, many theories and approaches have been included in the process. As technology continues to permeate our lives, the impact of culture on technology adoption has attracted the attention of researchers. Although culture has been integrated into technology acceptions models, there are few studies in which values, which are the representation of culture at the individual level, and personality traits affect the technology acceptance model together. The main purpose of this study is to measure the impact of values and technological readiness on the BTKKM 2 model. Also, to test the model difference according to Hofstede's uncertainty avoidance culture dimension levels (low and high). The first pilot study was conducted online with 286 participants in Turkey, in order to measure whether artificial intelligence products were understood by the respondents and to test the fit of the model. The second pilot study was conducted with 152 participants from native English speaking countries in order to make a cross-cultural comparison of the model according to low and high groups. The main field study for the model test was conducted with 1251 participants. 740 of the participants were selected from the UK and the Netherlands, countries with low levels of uncertainty avoidance. In addition, 511 participants from Portugal, a country with high level of uncertainty avoidance, participated in the study through online survey method. According to the uncertainty avoidance culture dimension of the model, the difference between groups (low-high) in the effect of values on BTKKM 2 was partially detected. No differences were found between groups in the effect of Technological Readiness 2 (total) on BTKKM 2.