Innovative Roadways: An Exploration of Technological Neophilia, Technophobia, and Media Richness in the Shaping of AI-VR Adoption

Abstract

This study explores the adoption of AI-VR systems in car sales by extending the UTAUT framework by incorporating technophobia, technological neophilia, perceived benefits, and media richness. Conducted with 401 passenger car sales executives in Kolkata, West Bengal, the analysis employs partial least squares structural equation modeling (PLS-SEM) to elucidate complex relationships among variables and their impact on adoption. The results indicate that performance expectancy positively correlates with behavioral intention, whereas effort expectancy lacks significant influence. Social influence minimally affects behavioral intention, contrasting with a positive relationship with perceived benefits. Technological neophilia positively influences behavioral intention, whereas technophobia has a negative impact. Technological neophilia correlates positively with performance expectancy, effort expectancy, media richness, and technophobia. Social influence is positively related to technological neophilia. These findings contribute valuable insights for targeted interventions and significantly enhance our understanding of AI-VR