Purpose Using the unified theory of acceptance and use of technology (UTAUT)-3 paradigm, this study aims to investigate how microbusinesses in Kosovo adopt artificial intelligence (AI) platforms. It analyzes how the adoption of AI platforms is influenced by certain elements, including price value (PV), habit (HB), social influence (SI), performance expectancy (PE), effort expectancy (EE), facilitating conditions (FC) and personal innovativeness in IT (PI). Design/methodology/approach This study adopts a quantitative approach. It was carried out through a structured questionnaire containing 11 constructs presented in 30 measurement items, which are rated on a seven-point Likert scale. Electronic questionnaires were distributed to microbusiness owners in Kosovo using a convenience sample technique. Findings The findings show that PE, EE, SI, hedonic motivation (HM), PV and (HB have a significant positive impact on behavioral intention to use (BIU) AI platforms among microbusinesses, while FC and PI were not statistically significant predictors of BIU and behavioral intention to adopt within the structural model. Research limitations/implications Because this study used convenience sampling, the results may not fully apply to all microbusinesses in Kosovo. Furthermore, while the study finds important factors influencing AI adoption, it leaves out important external factors that may also impact it. Practical implications The findings provide insights that may help policymakers understand AI adoption trends in microbusinesses. However, further research with a more representative sample is needed before formulating national-level strategies. Originality/value This study significantly advances the field by applying the UTAUT-3 model to the adoption of AI platforms in microbusinesses, an area that is still mostly unexplored. It fills a crucial void in the literature on digital transformation and offers a fresh empirical understanding of the economic and behavioral forces influencing the adoption of AI in this industry.
Aliu et al. (Fri,) studied this question.