Factors Influencing on Behavioral Intention to Adopt Artificial Intelligence for Startup Sustainability

Abstract

This study investigates the factors affecting startup business owners and founders' intentions to adopt AI in the context of their business operations in Saudi Arabia. Employing a cross-sectional survey methodology, structured questionnaires were administered to startup business owners and founders, providing a snapshot of their perceptions and intentions regarding AI adoption. The data analysis was conducted utilizing the PLS-based structural equation modeling method. The study reveals that perceived usefulness, perceived ease of use, trialability, and observability positively influence attitudes toward AI adoption, underlining the importance of these factors. However, effort expectancy and facilitating conditions did not significantly impact attitudes. A positive attitude remains central in shaping the intention to adopt AI, aligning with Saudi Arabia's aspirations for technological advancement. These findings offer practical implications for entrepreneurs, emphasizing the need to prioritize user-friendly AI solutions, showcase successful AI implementations, and cultivate positive attitudes in their AI adoption journeys, aligning with Saudi Arabia's Vision 2030 goals.