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

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Yuan-Mei Wang

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Open access Oct 2026

How Perceived University Support Shapes Marketing Students’ AI Self-Efficacy: A Multigroup Dual-Mediation TAM Analysis Across Three Chinese Universities

The proliferation of artificial intelligence (AI) in marketing has prompted higher education institutions to invest substantially. However, a critical pedagogical question remains: whether and how these institutional investments translate into students’ psychological readiness to deploy AI tools effectively. Students’...

Yuan-Mei Wang, Min Huang, Shu-Juan Li · 0 citations

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