Strategic Imperative of Ai: Ethical Consideration, Perceived Risk, Ubiquity and Behavioral Intention

Abstract

This study investigates the multifaceted dynamics influencing the actual usage of Artificial Intelligence (AI) by integrating ethical considerations, perceived risk, perceived ubiquity, and behavioral intention within the framework of technology adoption theories. Grounded in the Theory of Planned Behavior and the Unified Theory of Acceptance and Use of Technology, the research explores how ethical reflection moderates, and behavioral intention mediates, the relationships among these constructs. Employing a quantitative, cross-sectional design, data were collected from 340 respondents in Lahore, Pakistan, using a structured questionnaire and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that perceived risk exerts a significant negative effect, whereas perceived ubiquity positively influences actual AI usage. Behavioral intention mediates both relationships, highlighting intention as a key pathway linking user perceptions and behavior. Furthermore, ethical consideration moderates these associations, diminishing the adverse impact of perceived risk while amplifying the positive influence of ubiquity, demonstrating that ethical transparency and fairness enhance user confidence and adoption. The study contributes theoretically by extending behavioral and ethical models of AI adoption and provides practical insights for policymakers and organizations to promote responsible, trust-based AI integration in developing economies. Limitations and directions for future research are also discussed.

Keywords: Artificial Intelligence, Ethical Consideration, Perceived Risk, Perceived Ubiquity, Behavioral Intention, Technology Adoption, Pakistan, PLS-SEM

https://doi.org/10.5281/zenodo.18316654