Determinants of Artificial Intelligence adoption: The role of perceived security and a proposed model in the context of Vietnam

Abstract

<p><span style="font-weight: 400;">In recent years, the adoption of Artificial Intelligence (AI) in business and production activities has become increasingly common, including in Vietnam. Its widespread implementation has delivered positive outcomes, particularly for tasks requiring limited creativity, involving repetition, or being time-consuming. Alongside the opportunities, enterprises and organizations also encounter substantial challenges in AI implementation, notably concerns regarding safety and security in actual use. Recognizing this situation, this study applies a qualitative approach, building on foundational theories and prior empirical research, to extend the Unified Theory of Acceptance and Use of Technology (UTAUT) developed by Venkatesh et al. (2003) for the current setting of Vietnamese enterprises and organizations. The proposed model introduces 06 factors influencing intention and usage behavior: (1) performance expectancy, (2) effort expectancy, (3) social influence, (4) facilitating conditions, (5) hedonic motivation, and (6) perceived security.</span></p>