Acceptance and Resistance of AI-Based UI/UX - A Focus on Electronic Commerce Platform -

[Purpose]The present study aimed to present an integrated model of acceptance and resistance to UI/UX in AI-based e-commerce platforms by attempting to integrate user resistance variables into the existing Post Acceptance Model. The main purpose of this study is to provide managers with a balanced view of acceptance and resistance, thereby broadening their understanding of user behavior. [Methodology]Data were collected through a survey to attain the goals of the current study. A total of 300 responses were analyzed to explain and predict how user resistance affects the acceptance and spread of UI/UX in AI-based e-commerce platforms. [Findings] The results of empirically testing hypotheses were as follows. First, the antecedents of user resistance, such as the sense of reality, social influence, and compatibility negatively affected the resistance. Second, user resistance negatively affected perceived usefulness, satisfaction, and intention to continue to use. Third, perceived usefulness positively influenced intention to continue to use. Finally, satisfaction positively influenced intention to continue to use. [Implications]The present study extended the Post Acceptance Model by integrating user resistance and its antecedents. Accordingly, the current study suggested that resistance is not merely a barrier but an important construct that explains the process of acceptance and adoption of AI-based UI/UX. In addition, the present study implied that firms measure and track the level of user resistance in the target market and identify the major causes of resistance such as compatibility, perceived risks, and perceived product image, thereby preparing differentiated response strategies depending on the type of resistance.