Market Influence to Use AI in Small-Scale Business: A Quantitative Study Related with Technology Acceptance Model
Abstract/Description
Purpose: The purpose of writing this paper is to understand the impact of market influence on the use of artificial intelligence for improvement of economic performance of small scale business. Previous studies related with the area of interest are either from developed sides of the world or without theoretical implications. Hence, the development of this study is based on knowledge gap and evidence gap in order to create better understanding of theoretical perspectives and also about the use of AI by small scale businesses.
Study Design: The study has been developed on correlational design with moderate researcher’s interference and non-contrived study settings. The unit of analysis is individual and formulation of the study is based upon non-probability sampling. Sample size of this study is 100 respondents who are the owners or co-owner of the small scale business operating in Karachi.
Findings: Findings of the study are based upon detailed analysis conducted through SMART-PLS. After detailed statistical testing of higher order model it has been deduced that the market influence is creating urge to use AI in operational activities of small scale business. Hence, the use of TAM has been proved for conduction of research and influencing business activities.
Originality/ Value: This study is massively important to foster further research work and will also contribute to the policy making by making entrepreneurs understand the importance of AI. Hence, the significance of this study has multiple folds as this is not only beneficial for academicians and scholars but also for industry and has the tendency to increase sales and goodwill of small scale businesses.
Research limitations: Like all the other researches this study is also supplemented with multiple limitations. One of which is small sample size and intensive focus towards IT and related industries. Hence, there is a legitimate need to understand the impact of market on the use of AI on other form of small business
Practical implications: This study would make owners of small scal business understand the need of AI use for content creation and also the customer demands. Hence, this study will push small-scale entrepreneurs to use AI in practical manner that would affect the growth of business in substantial manner.
Social implications: This study also has multiple social implications. Through understanding the importance of AI for the economic performance of small scale business entrepreneurs are getting relaxed and may also have more time for their family and friends. However, reflection on the importance of AI may also make small scale entrepreneurs offering lesser jobs to raw or new talent. Hence, the social impact of this study is neutral as the use of AI is definitely beneficial for small scale businesses and their growth but may also hamper social activities and job creation.
Keywords
Small Scale Businesses, Entrepreneurship, Market Influence, Artificial Intelligence, Technology Acceptance Model, Company’s Performance, Economic Performance & Quantitative Analysis
Track
Marketing
Session Number/Theme
Marketing - Session I
Session Chair
Dr. Arman Khan
Start Date/Time
14-6-2025 9:00 AM
End Date/Time
14-6-2025 10:40 AM
Location
MCC -15 2nd Floor, AMAN CED Building
Recommended Citation
Sultan, M., Slaeem, M. F., & Kemal, M. A. (2025). Market Influence to Use AI in Small-Scale Business: A Quantitative Study Related with Technology Acceptance Model. IBA SBS 4th International Conference 2025. Retrieved from https://ir.iba.edu.pk/sbsic/2025/program/98
COinS
Market Influence to Use AI in Small-Scale Business: A Quantitative Study Related with Technology Acceptance Model
MCC -15 2nd Floor, AMAN CED Building
Purpose: The purpose of writing this paper is to understand the impact of market influence on the use of artificial intelligence for improvement of economic performance of small scale business. Previous studies related with the area of interest are either from developed sides of the world or without theoretical implications. Hence, the development of this study is based on knowledge gap and evidence gap in order to create better understanding of theoretical perspectives and also about the use of AI by small scale businesses.
Study Design: The study has been developed on correlational design with moderate researcher’s interference and non-contrived study settings. The unit of analysis is individual and formulation of the study is based upon non-probability sampling. Sample size of this study is 100 respondents who are the owners or co-owner of the small scale business operating in Karachi.
Findings: Findings of the study are based upon detailed analysis conducted through SMART-PLS. After detailed statistical testing of higher order model it has been deduced that the market influence is creating urge to use AI in operational activities of small scale business. Hence, the use of TAM has been proved for conduction of research and influencing business activities.
Originality/ Value: This study is massively important to foster further research work and will also contribute to the policy making by making entrepreneurs understand the importance of AI. Hence, the significance of this study has multiple folds as this is not only beneficial for academicians and scholars but also for industry and has the tendency to increase sales and goodwill of small scale businesses.
Research limitations: Like all the other researches this study is also supplemented with multiple limitations. One of which is small sample size and intensive focus towards IT and related industries. Hence, there is a legitimate need to understand the impact of market on the use of AI on other form of small business
Practical implications: This study would make owners of small scal business understand the need of AI use for content creation and also the customer demands. Hence, this study will push small-scale entrepreneurs to use AI in practical manner that would affect the growth of business in substantial manner.
Social implications: This study also has multiple social implications. Through understanding the importance of AI for the economic performance of small scale business entrepreneurs are getting relaxed and may also have more time for their family and friends. However, reflection on the importance of AI may also make small scale entrepreneurs offering lesser jobs to raw or new talent. Hence, the social impact of this study is neutral as the use of AI is definitely beneficial for small scale businesses and their growth but may also hamper social activities and job creation.
