A Cross-Sectional Descriptive Study of the Discomfort with Technology (DIF) Towards the Perceived Ease of Use (PEE) in the AI  Driven Personalization

Abstract : The study aims to find the effect of the discomfort with technology on the perceived ease of use in the purchasing of goods & services using AI driven personalization. The preliminary study was conducted with small sample of respondents to check the reliability & validity of the questionnaire.  The reliability condition was checked by the Cronbach alpha value above 0.700 and the validity condition was checked by the KMO value above 0.500. The corrected item total correlation (CITC) value was above 0.300 for the deletion of items under the two main constructs that is Discomfort with the Technology (DIF) and Perceived Ease of Use (PEE). The Bartlet test was significant in this study for the sampling adequacy conditions. The sample size of 407 was collected using non probability snowball sampling technique. The exploratory and descriptive research design was used in this study. The significance level was set at 5% for accepting and rejecting the null and alternative hypothesis. The statistical calculation was performed using Statistical Package for Social Science (IBM-SPSS) 23.0 version software. The findings concluded that by increasing the discomfort with technology, the consumer’s perceived ease of use also decrease in the purchasing of goods & services using AI driven personalization