Generación de un modelo de intención de uso de herramientas digitales basadas en la IA para emprendedores en Guayaquil.

Abstract

The general objective of this research is to determine a model of intention to use digital tools based on AI for entrepreneurs in the city of Guayaquil, to fulfill this, it was based on the technological acceptance model (TAM), which analyzes how users accept and use new technologies. The research carried out an exhaustive review of existing literature on the intention to use AI tools in marketing. Likewise, the intention to use was analyzed and the results that the Guayaquil entrepreneurs responded about the AI tools were identified. Regarding the methodology, it was decided to use a non-experimental, transectional design that allows us to collect data at a single moment in time and without the intentional alteration of the variables. This research has a qualitative approach, since new unknowns were found in the study process, and a descriptive one, since it sought to describe and understand the study phenomena. Finally, the results obtained through the validated surveys of the TAM model give us as the main conclusion the proposal of an optimal model, which is easy to use, affordable and intuitive and that provides benefits for the use and acceptance of entrepreneurs.