What is it about?
This study has proposed a socially responsible approach towards artificial intelligence (AI) deployment and tested a revised AI device use acceptance (RAIDUA)-based conceptual model involving the potential indirect moderating role of consumers’ privacy concerns (PRCO) regarding AI-enabled devices.
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Why is it important?
This study has proposed AI usefulness expectancy as a socially responsible approach towards ethical AI deployment and tested the RAIDUA model for acceptance and integration of AI-enabled devices.
Perspectives
The newly introduced RAIDUA model was verified with empirical data gathered from 280 respondents. A partial least square-driven methodology was used in the present study. Further, a simple slope analysis was also performed to assess the PRCO for their plausible moderating role.
Dr. Muhammad Shoaib Farooq
Universiti Malaysia Sarawak
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This page is a summary of: Revised artificial intelligence device use acceptance (RAIDUA) model: exploring privacy concerns for socially responsible AI deployment and ethical AI leadership, Journal of Hospitality and Tourism Insights, September 2025, Emerald,
DOI: 10.1108/jhti-02-2025-0322.
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