Adoption of ChatGPT Among UK Business Companies: Application of The Technology Acceptance Model

This study investigates the adoption of ChatGPT among UK business companies using an extended version of the Technology Acceptance Model (TAM). While previous research has examined the broader implications of generative AI (GenAI) across different sectors, few empirical studies have explored the specific drivers of ChatGPT adoption among UK business companies and comparable populations. This study investigates the adoption of ChatGPT among UK business companies using an extended version of the Technology Acceptance Model (TAM). While previous research has examined the broader implications of generative AI (GenAI) across different sectors, few empirical studies have explored the specific drivers of ChatGPT adoption among UK business companies and comparable populations. ChatGPT is considered a digital product, and the businesses adopting it are treated as organizational consumers, thereby linking the study to the marketing literature on technology acceptance and consumer behavior. To address this gap, this study also incorporates subjective norm and trust in the standard version of the TAM, which enables it to capture the social and relational influences on adoption behaviour. To address this gap, this study also incorporates subjective norm and trust in the standard version of the TAM, which enables it to capture the social and relational influences on adoption behaviour. All data was collected through an online survey which was distributed to mid- and senior-level professionals across various UK industries, yielding 202 valid responses. Structural Equation Modelling (SEM) was used to test ten hypotheses derived from the TAM. The results show that perceived usefulness is the most influential predictor of both attitude toward use and behavioural intention. Attitude also strongly influences behavioural intention, which in turn predicts actual use, in line with the TAM assumptions. While trust and subjective norm significantly affect both perceived usefulness and ease of use, the effect of perceived ease of use on attitude is minimal, indicating a value-over-simplicity mindset among business users in the UK. Although some measurement limitations were identified in the reliability test and confirmatory factor analysis, all constructs were retained due to their grounding in established theory. The findings offer theoretical insights into GenAI adoption models and practical guidance for improving ChatGPT integration in business settings. This includes the need to demonstrate clear value, build trust, and leverage social influence to drive effective adoption.