Models of acceptance of Artificial Intelligence-based technologies in service sectors: TAM, UTAUT, and AIUDA
A systematic literature review with bibliometric analysis
DOI:
https://doi.org/10.14267/VEZTUD.2026.09.03Keywords:
artificial intelligence, technology acceptance models, AIDUA model, TAM model, UTAUT model, systematic literature review, bibliometric analysis, SPAR-4-SLR protocolAbstract
The rapid diffusion of artificial intelligence (AI)-based technologies in service sectors has made understanding the mechanisms of user acceptance increasingly urgent. The aim of this study is to explore the role of Artificially Intelligent Device Use Acceptance (AIDUA) model, introduced in 2019, in comparison with classical technology acceptance frameworks such as the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT) in examining AI-based services. The study employs a systematic literature review following the SPAR-4-SLR protocol, complemented by a bibliometric analysis of publications indexed in the Scopus database from 2019 to the present. The findings indicate that while TAM and UTAUT remain widely applied, the AIDUA model more accurately captures the emotional, cognitive, and interaction-related characteristics associated with AI-based technologies. The study concludes that explaining AI acceptance requires integrated, AI-specific theoretical frameworks.
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