# How physicians embrace AI: insights from technology acceptance and trust theories

## TL;DR

This study explores how physicians accept AI in healthcare, finding that trust is a key factor influencing their adoption.

## Contribution

The study integrates TPB and TAM with trust as a mediator, revealing trust's pivotal role in physicians' AI adoption.

## Key findings

- Trust fully mediates the relationship between TPB/TAM constructs and AI adoption intentions.
- Perceived ease of use has the strongest direct impact on trust in AI systems.
- Perceived usefulness significantly influences behavioral intention to adopt AI.

## Abstract

This study investigates the factors influencing physicians’ acceptance and adoption of artificial intelligence (AI) technologies in clinical practice, integrating the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM), while also examining the mediating role of trust.

A structured survey was conducted among 414 physicians assessing their perceptions of AI technologies using constructs from TPB, TAM, and trust-related factors. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed for data analysis.

Findings confirm that TPB and TAM effectively explain physicians’ AI acceptance, with TPB exhibiting a stronger predictive power compared to TAM. Trust emerged as a critical determinant in AI adoption, fully mediating the relationship between perceived behavioral control (p < 0.001), subjective norms (p < 0.05), perceived usefulness (p < 0.001), ease of use (p < 0.001), and behavioral intention. Notably, perceived ease of use (p < 0.001) had the strongest direct impact on trust, while perceived usefulness (p < 0.001) significantly influenced behavioral intention. Attitude toward AI showed a significant effect (p < 0.01). Subjective norms and perceived behavioral control had weaker direct influences (p < 0.05 and p = 0.07, respectively).

Trust plays a pivotal role in AI adoption, shaping physicians’ acceptance beyond traditional TPB and TAM factors. Healthcare administrators, policymakers, and technology developers should focus on enhancing trust by improving AI transparency, interpretability, and user-friendly design.