ABSTRACT

Using data from 28 European countries, this study examines factors influencing public attitude towards the use of AI/Robot. Its multilevel SEM analysis finds that several factors at the individual level including Perceived threat of job loss and Digital technology efficacy predict public Acceptance of AI/Robot. Although country-level factors such as economic development, government effectiveness and innovation do not directly influence public acceptance of AI/Robot, they do have significant effects on Perceived threat of general job loss due to AI/Robot, and Digital technology efficacy. Findings indicate that these nationally macro variables influence people’s perceptions of AI and robotics technologies and their confidence in their digital skills. This research enriches the application of the Technology Acceptance Model by using predictive variables at two levels: individual and country. Furthermore, at the individual level, this study uses two variables (e.g. Perceived threat of job loss and Digital technology efficacy) that are unconventional to TAM, thus contributing to this theoretical model.