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Prediction of Retailer’s Intention to Use Chat-GPT in Educating Retailers: A Case Study in the UAE

2024; Springer International Publishing; Linguagem: Inglês

10.1007/978-3-031-52280-2_24

2197-6503

Fanar Shwedeh, Said A. Salloum, Ahmad Aburayya, Brihan Fatin, Mohamed Ahmed Elbadawi, Zainab Al Ghurabli, Abdulrahman Murad, Alaa Abueleyan, Batool Ismail,

Digital Marketing and Social Media

Artificial Intelligence provides many technologies that can be used in different fields. One of the technologies is the use of ChatGPT technology. This study examines the intention of adopting the ChatGPT technology by retailers in the UAE for training and educational purposes. This research employs TAM model to analyze the impact of user satisfaction, perceived usefulness, and perceived ease of use on the intention of using ChatGPT in educating retailers. The findings of this research reflect that there is a positive relationship between the three variables and the intention of adopting ChatGPT in educating retailers. This study enriches the research filed in using ChatGPT for educating retailers.