The effects of diffusion of innovations factors on the intention to use artificial intelligence: The moderating roles of proactive personality and trust in artificial intelligence

The aim of this study is to examine the effects of the factors in the Diffusion of Innovations theory on individuals' intention to use artificial intelligence (AI). In addition, the moderating roles of proactive personality traits and trust in AI in these effects are evaluated. The theoretical framework of the study is based on the Diffusion of Innovations theory and the Technology Acceptance Model. Within this scope, the effects of diffusion factors such as relative advantage, compatibility, complexity, trialability, and observability, together with the perceived usefulness and ease of use constructs of the Technology Acceptance Model, on the intention to use AI are addressed. A quantitative research method was adopted, and the data were collected through a survey. The sample consisted of 388 individuals who are employees and have the potential to experience AI technologies. Jamovi statistical software was used in the analysis of the data. Confirmatory factor analysis was applied to test the construct validity of the scales, followed by regression analysis to examine the research hypotheses. Moderation analyses were conducted to investigate the effects of proactive personality and trust in AI. The findings demonstrate that the diffusion factors and the Technology Acceptance Model constructs significantly and positively affect the intention to use AI. Furthermore, proactive personality and trust in AI play statistically significant moderating roles in the relationships between the relevant variables and usage intention. Specifically, for individuals with high levels of proactive personality and high trust in AI, the effect of innovation factors on the intention to use AI was found to be stronger. With most of the research hypotheses supported, the results of the study provide important theoretical and practical contributions. By integrating perspectives from diffusion of innovations and technology acceptance with individual differences such as proactive personality and trust, this study helps to fill a gap in the literature. Keywords: Diffusion of Innovations, Technology Acceptance Model, Intention to Use AI, Proactive Personality, Trust in AI