Determinants of Behavioral Intention to use AI in Business Operations among Multipurpose Cooperatives: A Structural Equation Model
TL;DR
The UTAUT Model was the strongest predictor of behavioral intention, followed by Personal Concern and Top Management Support, while Perceived Risk had no significant influence and the model demonstrated strong explanatory and predictive capability.
Abstract
Artificial Intelligence (AI) is increasingly recognized as a strategic tool for enhancing organizational efficiency, innovation, and decision-making. This study examined the factors influencing the behavioral intention to use AI among decision-makers of multipurpose cooperatives in the Davao Region, focusing on the Unified Theory of Acceptance and Use of Technology (UTAUT) Model, Personal Concern, Perceived Risk, and Top Management Support. Using a quantitative approach through Pearson correlation, ordinary least squares regression, and partial least squares structural equation modeling (PLS-SEM), the study found that all constructs were rated high and significantly related to behavioral intention. The results revealed that the UTAUT Model was the strongest predictor of behavioral intention, followed by Personal Concern and Top Management Support, while Perceived Risk had no significant influence. The model demonstrated strong explanatory and predictive capability, confirming that AI adoption among cooperatives is primarily driven by perceived usefulness, ease of use, social influence, organizational support, and personal considerations. The findings reinforce the applicability of the UTAUT framework in explaining AI acceptance and provide insights for promoting AI adoption and digital transformation in cooperative organizations.