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In an era marked by rapidly growing interest in Artificial Intelligence (AI), a notable gap persists in research, particularly regarding the adoption of AI in Small and Medium Enterprises (SMEs), with a specific focus on security and privacy concerns. This study aims to fill this gap by exploring the acceptance of AI among Jordanian SMEs. Given Jordan's cultural backdrop, characterized by high uncertainty avoidance, the study delves into how SMEs perceive security and privacy issues in the context of AI adoption. It employs the Stimulus-Organism-Response (S-O-R) framework alongside the Technology Acceptance Model (TAM), providing a comprehensive approach to understanding these perceptions and their influence on various acceptance factors. Utilizing structural equation modeling (SEM), the research rigorously validates its measurement and structural models. The study's findings, which support all the posited hypotheses, underscore the critical role of perceived security and privacy in shaping a favorable attitude towards AI within Jordanian SMEs.

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Perceived Security and Privacy in Artificial Intelligence Adoption: Extending TAM in the Context of Jordanian SMEs

  • 章节

  • 发表日期：

    2025年

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  • Sabha Maria Nawaf Alka’awneh,
  • Hasliza Abdul Halim,
  • Mutaz Khaled Yousef Abdel Wahed,
  • Muhyeeddin Kamel Salman Alqaraleh,
  • Mowafaq Salem Alzboon,
  • Hussam Mohd Al-Shorman,
  • Seyed Ghasem Saatchi,
  • Ala’a M. Al-Momani,
  • Mazen Alzyoud,
  • Sulieman Ibraheem Shelash

摘要

In an era marked by rapidly growing interest in Artificial Intelligence (AI), a notable gap persists in research, particularly regarding the adoption of AI in Small and Medium Enterprises (SMEs), with a specific focus on security and privacy concerns. This study aims to fill this gap by exploring the acceptance of AI among Jordanian SMEs. Given Jordan's cultural backdrop, characterized by high uncertainty avoidance, the study delves into how SMEs perceive security and privacy issues in the context of AI adoption. It employs the Stimulus-Organism-Response (S-O-R) framework alongside the Technology Acceptance Model (TAM), providing a comprehensive approach to understanding these perceptions and their influence on various acceptance factors. Utilizing structural equation modeling (SEM), the research rigorously validates its measurement and structural models. The study's findings, which support all the posited hypotheses, underscore the critical role of perceived security and privacy in shaping a favorable attitude towards AI within Jordanian SMEs.