Unveiling the Impact of AI Technological Anxiety on the Marketers' Intention to Adopt Generative AI — Tao et al. (2025)
With the rapid development of Generative AI technology, businesses need their marketers to adopt it to assist in completing their job tasks. However, marketers are not entirely optimistic and may feel anxious and concerned about it. This research explores how AI anxiety affects marketers' AI-generated content intention. Based on social cognitive theory, this study empirically examines the impact of anxiety on marketers' intention to use AI-generated content, including the mediating role of AI trust and the moderating effect of AI self-efficacy. Using survey data from 495 marketers…
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