FACTORS INFLUENCING THE ACCEPTANCE OF (AI)-DRIVEN SERVICE IN MALAYSIAN ACADEMIC LIBRARIES: CONCEPTUAL FRAMEWORK
DOI:
https://doi.org/10.35631/JISTM.1144025Keywords:
Academic Library, AI-Driven Services, Artificial Intelligence, Library Services, MalaysiaAbstract
This study aims to examine the factors influencing user acceptance of artificial intelligence (AI)-driven services in Malaysian academic libraries. As libraries increasingly adopt AI applications such as chatbots, recommendation systems, and automated cataloguing tools, understanding user perspectives becomes critical to ensuring successful implementation and sustained usage. Grounded in the Technology Acceptance Model (TAM), this study proposes a conceptual framework that extends TAM’s core constructs to incorporate accessibility and user satisfaction, in order to explain users’ behavioural intentions toward AI-driven services. A quantitative research design will be employed using an online questionnaire consisting of closed-ended items measured on a five-point Likert scale. Data will be collected from users at three Malaysian academic institutions, Universiti Teknologi MARA, Universiti Malaya, and Sunway University. The data will be analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS to assess both the measurement and structural models. This study is expected to identify the factors that influence the acceptance of AI-driven services among academic library users, with accessibility, perceived usefulness, and user satisfaction expected to play crucial roles in shaping this acceptance. By extending the Technology Acceptance Model within a developing country context, this study will contribute to the limited body of knowledge on AI adoption in Malaysian academic libraries. The findings are expected to provide practical insights for library administrators and policymakers to design user-centered AI strategies and enhance digital service delivery.
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