Determinants of AI‐Integrated E‐Commerce Acceptance: The Roles of Personal Innovativeness, Self‐Efficacy, Compatibility, and Curiosity

The rapid progression of digital technology, especially artificial intelligence (AI), has catalyzed substantial advancements in e‐commerce. In Vietnam, AI‐integrated e‐commerce platforms are increasingly attracting consumer interest due to their ability to personalize user experiences and enhance service quality. Using an integrated model that merges the Technology Acceptance Model with personal innovativeness, compatibility, self‐efficacy, and curiosity, this study investigates the primary drivers of users′ adoption intentions toward these platforms. A purposive sample of 401 consumers who have experience shopping on e‐commerce platforms and have used AI‐integrated systems was surveyed. Structural equation modeling with Amos software was utilized to evaluate the proposed hypotheses. The findings indicate that personal innovativeness, compatibility, and self‐efficacy positively influence both perceived ease of use and perceived usefulness. Furthermore, these perceptions significantly affect users′ attitudes and curiosity, which subsequently indirectly determine their intention to utilize AI‐integrated platforms. This study enhances comprehension of consumer technology acceptance behavior and provides practical implications for businesses to optimize customer experience, enhance acceptance, and foster AI adoption in Vietnam′s e‐commerce sector.