THE INFLUENCE OF ARTIFICIAL INTELLIGENCE ADOPTION ON STRATEGIC MARKETING DECISION-MAKING QUALITY AMONG MARKETING AND BUSINESS PRACTITIONERS IN FMCG FIRMS IN THAILAND
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Abstract
This study aimed to examine the influence of perceived ease of use and perceived usefulness of artificial intelligence on intention to use AI and strategic marketing decision-making quality among marketing and business practitioners in FMCG firms in Thailand. The Technology Acceptance Model was employed as the theoretical framework. Data were collected through an online questionnaire from 385 practitioners involved in marketing, business planning, and data analytics in FMCG firms. Descriptive statistics, confirmatory factor analysis, and structural equation modeling were employed. The results showed that perceived ease of use was rated at a high level, whereas perceived usefulness, intention to use, and strategic decision-making quality were rated at the highest levels. The revised structural model demonstrated an acceptable fit with the empirical data (CMIN/DF = 2.365, CFI = 0.958, GFI = 0.902, TLI = 0.932, SRMR = 0.065, and RMSEA = 0.060). Hypothesis testing indicated that perceived ease of use positively influenced perceived usefulness and had a small positive effect on intention to use AI. Perceived usefulness exerted the strongest effect on intention to use and was substantially stronger than the effect of perceived ease of use on intention. In addition, intention to use AI positively influenced strategic marketing decision-making quality and mediated the relationship between perceived usefulness and strategic decision-making quality. The findings suggest that FMCG firms should emphasize practical usefulness and usability of AI systems to strengthen users’ intention and enhance strategic marketing decision-making quality.
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