Examining the Unified Theory of Acceptance and Use of Technology (2) on Consumer Trust and Purchase Intention towards AI-Powered Entertainment Streaming Services

الملخص

Purpose- This study aims to analyze how Artificial Intelligence-powered personalization in entertainment streaming media platforms apply the extended Unified Theory of Acceptance and Use of Technology to impact consumers intention subscribe to the entertainment, having the role of consumer trust as a mediating variable.

Design/methodology/approach- This study uses deductive quantitative research design. The researchers developed a structured questionnaire and collected data electronically from consumers in Egypt that have registered in various online services during the month of April 2026, following a cross-sectional timeframe. 420 questionnaires were analyzed through the statistical package for social science (SPSS) version 26 to test they hypotheses.

Findings- This study shows that AI powered entertainment media performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic value, habit, price perception, along with perceived accuracy, and trust, positively influence purchase intention of online entertainment streaming services.

Practical Contribution- This study aid entertainment media providers, digital marketers and AI designers in attracting consumers to their entertainment service provision. According to the results, the creation of pleasant and valuable user experiences with AI personal recommendations allows consumers to feel that the platform is useful and easy as algorithms adapt to individual tastes using past purchases, browsing history, and contextual data. Further, it allows consumers to cut through information overload; consumers find what they need quicker, leading to gratification and purchase intent.

Value & originality- This study broadens the UTAUT2 framework by incorporating trust and perceived accuracy with AI-driven personalization in entertainment media platforms. Accordingly, it expands the literature on consumer technology acceptance and clarifies the influence of AI personalization on consumers' buying behavior. This study also adds contextual validation, focusing on the Egyptian context; a developing country with scarce literature on AI-based consumer behavior research.