Unveiling consumer adoption intentions towards AI-powered home appliances in emerging economy

Purpose The purpose of the present study is to investigate the consumer intention to use artificial intelligence (AI)-powered home appliances in an emerging economy with influences of perceived usefulness, novelty value, perceived value, hedonic motivation and attitude. This study also measures the indirect influences of perceived usefulness, novelty value, perceived value and hedonic motivation on the intention to use AI-powered home appliances through the mediating effect of attitude. Design/methodology/approach The present study applied a purposive sampling method to collect data from 358 respondents using a self-administered survey questionnaire. The data were analysed using partial least squares structural equation modelling (PLS-SEM) to determine the construct reliability, validity and path coefficients. Findings The study's findings revealed that perceived usefulness, novelty value, hedonic motivation, and attitude significantly and positively influence the intention to use AI-powered home appliances. The findings also indicate that perceived value does not significantly impact the intention to use AI-powered home appliances, but it indirectly influences the intention to use them through the mediating effect of attitude. Originality/value The present research findings provide valuable insights to service providers who want to adopt artificial intelligence in home appliances to offer better services towards consumers. This study enhances theoretical depth by incorporating attitude as a mediating variable and sheds light on its pivotal role in shaping users'’ adoption intentions. It also brings much-needed attention to the emerging economy context and offers valuable insights into consumer behaviour in regions with unique challenges and opportunities.