Indirect Media Effects on the Adoption of Artificial Intelligence: The Roles of Perceived and Actual Knowledge in the Influence of Presumed Media Influence Model

To examine the indirect media effects on the adoption of artificial intelligence (AI), we employed the influence of presumed media influence (IPMI) model and its extensions. The results of an online survey of adults (N = 1,360) in Hong Kong revealed that both their media attention to AI-related information and interpersonal communication about AI influenced presumed others’ media attention. In turn, that dynamic shaped perceived descriptive norms and injunctive norms of using AI, which influenced individuals’ intention to use AI for work and/or learning. Furthermore, although persumed media influence was stronger among individuals with high perceived knowlegdge than ones with low perceived knowledge about AI, no difference emerged between individuals with high versus low actual knowlege about AI.