Perceived Control as a Mediator in AI Adoption: The Influence of Complexity on Intention to Use
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2025-07-02
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en
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This study explores how perceived control mediates the relationship between complexity and adoption intention within the context of AI-driven financial technology. As the diffusion of artificial intelligence (AI) into consumer markets accelerates, traditional models, such as the Diffusion of Innovations, fall short of explaining user resistance linked to psychological barriers. Drawing on Sensemaking, Cognitive Load, and Control Theory, we develop and test a model in which complexity reduces perceived control, which subsequently lowers adoption intention. Using a cross-sectional survey design (N = 101) and a fictional yet realistic scenario involving an AI financial tool, we find no significant direct effect of complexity on adoption intention once perceived control is accounted for, indicating a full mediation effect. Our results reveal that users are not directly deterred by complexity itself but by the loss of perceived control that it generates. This contribution to the literature introduces perceived control as a key psychological construct in the adoption process of AI services. The findings have managerial implications for AI design, suggesting that systems should emphasise user agency to alleviate the adverse effects of complexity on adoption behaviour.
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Faculteit der Managementwetenschappen