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Abstract

This study investigates the impact of AI-driven marketing innovations on user acceptance and engagement in educational technology contexts, examining how virtual sales personnel characteristics and intelligent promotion strategies influence behavioral outcomes through psychological mechanisms. An explanatory sequential mixed-methods design was employed, combining structural equation modeling analysis of survey data from 650 educational technology users with thematic analysis of 45 semi-structured interviews. Machine learning algorithms, particularly XGBoost (AUC=0.89), were utilized to predict user acceptance patterns and identify five distinct user segments. Trust emerged as the critical mediating mechanism between AI anthropomorphism and user acceptance, accounting for 76.5% of the total effect. Personalization capabilities demonstrated the strongest impact on continuous engagement (β=0.52, p<0.001). Qualitative analysis revealed three overarching themes: intelligent companion experience (82.2% prevalence), personalization value perception (88.9%), and privacy-convenience trade-offs (68.9%). The validated framework provides educational technology enterprises with actionable guidelines for implementing AI marketing systems that balance technological sophistication with humanization principles through moderate anthropomorphism and progressive personalization strategies. This research extends the Technology Acceptance Model by integrating AI-specific constructs, including algorithm trust and perceived intelligence, offering novel theoretical insights and empirical evidence for optimizing human-AI interactions in educational marketing contexts. AI fundamentally transforms educational technology marketing through trust-based mechanisms, requiring careful balance between innovation and humanization for sustainable adoption.

Keywords

AI-driven marketing Educational technology Virtual sales personnel Technology acceptance model Trust mediation Machine learning prediction

Article Details

Author Biographies

Chuntie Chen, Azman Hashim International Business School, Universiti Teknologi Malaysia (UTM), Jalan Ilmu, UTMD, 56100 Kuala Lumpur, Malaysia

Chuntie Chen is a Doctor of Business Administration (DBA) candidate at Universiti Teknologi Malaysia (UTM). His research focuses on AI-driven human-computer interaction, with a specific interest in virtual sales agents, immersive EdTech systems, and user acceptance of intelligent platforms.

Nor Hidayati Binti Zakaria, Azman Hashim International Business School, Universiti Teknologi Malaysia (UTM), Jalan Ilmu, UTMD, 56100 Kuala Lumpur, Malaysia

Dr. Nor Hidayati Binti Zakaria is a senior lecturer at Azman Hashim International Business School (AHIBS), Universiti Teknologi Malaysia. Her research focuses on Information Systems and digital transformation. She has received multiple research grants and contributed to peer-reviewed journals, A-ranked conferences, and book chapters in the field.

Wei Deng, School of Economics and Management, Huizhou University, Guangdong, China

Wei Deng is a Doctor of Business Administration (DBA) candidate at Azman Hashim International Business School, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia. Her research focuses on auditing, financial management, corporate strategy, and green auditing, with particular interest in the integration of emerging technologies and sustainable practices in audit processes.

Xiaoli Xu, Guizhou Electronic Commerce Vocational College，Guizhou ，China

Xiaoli Xu is a lecturer in the Accounting Department of Guizhou Vocational College of E-commerce. She mainly teaches courses that combine digital intelligence technology with the field of finance. Her research focuses on financial management, and she is particularly interested in the integration of emerging technologies in the financial management process.

Youyu Xu, Azman Hashim International Business School, Universiti Teknologi Malaysia (UTM), Jalan Ilmu, UTMD, 56100 Kuala Lumpur, Malaysia

Youyu Xu is currently pursuing a doctoral degree at the Azman Hashim Business School of Multimedia University in Kuala Lumpur, Malaysia. His research interests include developing digital marketing strategies to increase customer engagement.

How to Cite
Chen, C., Hidayati Binti Zakaria, N., Deng, W., Xu, X., & Xu, Y. (2025). AI-driven marketing innovation in educational technology: a multi-dimensional analysis of virtual sales personnel and intelligent promotion strategies on user acceptance and engagement. Future Technology, 4(4), 146–158. Retrieved from https://fupubco.com/futech/article/view/475
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