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Modeling AI Adoption in SMEs for Sustainable Innovation: A PLS-SEM Approach Integrating TAM, UTAUT2, and Contextual Drivers

Author

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  • Raluca-Giorgiana (Chivu) Popa

    (Marketing Faculty, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Ionuț-Claudiu Popa

    (Marketing Faculty, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • David-Florin Ciocodeică

    (Marketing Faculty, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Horia Mihălcescu

    (Marketing Faculty, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

Abstract

Despite growing interest in AI technologies, there is a lack of integrated models explaining AI adoption in SMEs from a consumer perspective. This study addresses this gap. Although artificial intelligence (AI) has gained traction in digital innovation strategies, especially among SMEs, existing research lacks integrative models that address cognitive, contextual, and emotional factors driving AI adoption. This study addresses this gap by developing a theoretical model based on TAM and UTAUT2, enhanced with passion, workplace integration, and trust. Drawing on the Technology Acceptance Model and consumer trust theories, the study provides empirical insights into how these factors shape behavioral intentions to adopt AI technologies. The findings aim to inform both theory and practice by highlighting how emerging digital tools affect consumer decision making and engagement across personal and professional contexts. The study contributes to both theory and practice by offering empirical evidence on the drivers of AI adoption and by providing managerial recommendations for SMEs to implement AI-driven personalization responsibly.

Suggested Citation

  • Raluca-Giorgiana (Chivu) Popa & Ionuț-Claudiu Popa & David-Florin Ciocodeică & Horia Mihălcescu, 2025. "Modeling AI Adoption in SMEs for Sustainable Innovation: A PLS-SEM Approach Integrating TAM, UTAUT2, and Contextual Drivers," Sustainability, MDPI, vol. 17(15), pages 1-17, July.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:15:p:6901-:d:1712895
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    References listed on IDEAS

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    Cited by:

    1. Carmen Cagiza & Massochi Faustino & Ilidio Cagiza & Aristoteles Cajiza, 2025. "AI-Powered Advisory Platforms for Sustainable Marketing Innovation in SMEs: Empirical Evidence from Underserved U.S. Markets," Sustainability, MDPI, vol. 17(20), pages 1-27, October.

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