Intentions to Use AI in the Mekong Delta, Vietnam: A Study in Ethics

DOI

10.2991/978-2-38476-470-9_21How to use a DOI?

Keywords

Ethical AI; AI Intention; Mekong Delta

Abstract

This study investigates the factors influencing the intentions to use artificial intelligence in the Mekong Delta region, focusing on ethical factors. The research model extends the Technology Acceptance Model by integrating three mediating variables: Responsibility, Subjective Norms, and Ethical Norms, based on the Values - Beliefs - Norms theory. An empirical survey was conducted with 463 participants in the Mekong Delta, and the data were analyzed using SmartPLS 4.0. The results show that the level of perceived usefulness and moral norms have a positive influence on attitudes towards artificial intelligence, while the level of perceived ease of use and subjective norms do not have a significant direct influence. The intentions to use artificial intelligence is strongly influenced by attitudes, moral norms, personal responsibility, and subjective norms. Notably, personal responsibility is the factor that most strongly influences moral norms. The study also contributes to the development of theories on technology acceptance in ethical and cultural contexts, especially in developing countries. The findings provide useful information for organizations, technology companies, and policymakers in designing and deploying AI solutions in a responsible manner. This not only helps to increase user trust and acceptance but also supports the development of ethical frameworks, contributing to promoting the application of AI for public benefit in educational and social settings.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Huynh Thi Thao Trang
AU  - Luong Ngoc Bich
AU  - Huynh Thi Thao Nguyen
AU  - Pham Thi Tuyet Ngan
PY  - 2025
DA  - 2025/10/16
TI  - Intentions to Use AI in the Mekong Delta, Vietnam: A Study in Ethics
BT  - Proceedings of the International Conference on Contemporary Studies in Social Sciences (ICSSSS 2025)
PB  - Atlantis Press
SP  - 299
EP  - 322
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-470-9_21
DO  - 10.2991/978-2-38476-470-9_21
ID  - Trang2025
ER  -