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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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Didik Indarwanta

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#artificial intelligence Open access Oct 2026

How AI Adoption Transforms Technology Acceptance into Online Purchase Behavior: An Integrated UTAUT–Technology Acceptance Model

Artificial intelligence (AI) is increasingly integrated into digital commerce through intelligent services that support consumer purchasing. However, limited empirical evidence explains how technology acceptance translates into AI adoption and subsequent online purchase behavior, particularly in digital MSMEs. This stu...

Dewi Novianti, Susanta Susanta, Didik Indarwanta · 0 citations

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