ARCHIVES
VOL. 10, ISSUE 3 (2025)
Mediating roles of subjective norms and perceived usefulness in ai adoption: An examination of behavioral intention
Authors
Hendra Achmadi
Abstract
Artificial Intelligence (AI) in Indonesia is experiencing rapid growth,
driven by national strategies, collaboration between industry and academia, and
international investments. The 2020 National Strategy for AI highlights the
importance of advancing AI while ensuring data security. A notable example of
these efforts is Nvidia’s planned AI school in Central Java, reflecting both
local and global commitment to AI development. In the education sector, AI is
increasingly integrated into learning, research, and administrative processes
through technologies like chatbots, data analytics, and adaptive learning
systems, signaling a significant transformation in educational practices. This
research aims to examine whether factors such as AI literacy, and perceived
usefulness of AI positively influence behavioral intention. The study involved
104 respondents, and the key findings are as follows, Attitude Toward Using AI
does not have a significant or positive impact on behavioral intention, with a
path coefficient of 33.7%. Confidence in Learning AI has no positive and no
significant influence on behavioral intention, with a path coefficient of 13.9
%. Perceived Usefulness of AI has no positive but not significant effect, with
a path coefficient of 2%. Subjective Norm has no positive and significant
effect on behavioral intention, with a path coefficient of 20 %, though the
p-value is < 0.05. AI Literacy shows a positive and significant influence on
behavioral intention, also with a path coefficient of 29.6% and a p-value <
0.05. Collectively, these variables account for 70.7 % of the variance in behavioral
intention, indicating a strong explanatory power (coefficient of
determination). Additionally, the Q² value for behavioral intention is 51%,
reflecting a large level of predictive relevance.
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Pages:73-80
How to cite this article:
Hendra Achmadi "Mediating roles of subjective norms and perceived usefulness in ai adoption: An examination of behavioral intention". International Journal of Academic Research and Development, Vol 10, Issue 3, 2025, Pages 73-80
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