From performance to trust
mapping the interest and barriers to artificial intelligence adoption in gaming notebooks (ASUS AI PC)
DOI:
https://doi.org/10.12662/2359-618xregea.v15i1.5976.pe5976.2026Keywords:
Artificial Intelligence, gaming notebooks, consumer behavior, technology adoption, ASUSAbstract
The rapid technological evolution has driven the integration of Artificial Intelligence (AI) directly into hardware, establishing it as a competitive advantage in the gaming notebook market. This study aimed to investigate the profile and behavior of ASUS Gaming notebook users, a multinational brand known for manufacturing high-performance hardware and components, including its gaming lines, regarding the integration of AI-based technologies (the "AI PCs"). The research systematically analyzed the motivations and objective barriers to the adoption of this technology, addressing the question: How do different factors (demographic and behavioral) influence the interest and willingness to invest in ASUS’s gaming notebook segment? A mixed-methods approach, quantitative and qualitative, was employed, utilizing a questionnaire applied to 80 respondents. Results indicated that 46.25% of participants showed a willingness to invest in AI products, with a significant positive correlation between the frequency of notebook use for gaming and interest in AI features (r = 0.45). Qualitative analyses revealed high expectations for personalization, performance optimization, and inclusion, but also highlighted critical concerns regarding data privacy, security, and a lack of knowledge about the practical functioning of AI. The study contributes by providing strategic guidelines for ASUS, such as the need for educational campaigns and product development aligned with users’ trust and performance needs.
Downloads
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Anna Celia Affonso dos Santos, Luciano Augusto Toledo, Daniella Guimarães Bergamini de Sá, Felix Hugo Aguero Diaz Leon
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
COPYRIGHT ASSIGNMENT AGREEMENT
By this private instrument, on the one hand, the CHRISTUS UNIVERSITY CENTER – UNICHRISTUS, hereinafter referred to only as UNICHRISTUS, and, on the other hand,
1) Name_____________________________ , ID._____________________________ ,
2) Name_____________________________ , ID._____________________________ ,
3) Name_____________________________ , ID._____________________________ ,
4) Name_____________________________ , ID._____________________________ ,
5) Name_____________________________ , ID._____________________________,
hereinafter referred to only as AUTHOR(S) of the WORK characterized as an academic article, entitled, have agreed between themselves, in the best form of law, as follows:
By submitting an article to the Revista Gestão em Análise - ReGeA, the authors retain the copyright of their work and agree to license their work under a Creative Commons license. Attribution-NonCommercial-ShareAlike 4.0 International License (CC-BY-NC-SA). The CC-BY-NC-SA license allows others to use the work non-commercially, provided they credit the authors. This includes the possibility of remixing, adapting, and creating new works from the original.
The authors grant ReGeA the right of first publication, recognizing it as the original publisher of the work, as this is important for the integrity of the publication and for identifying the initial source. And they grant the journal a non-exclusive license to use the work in the following ways: (1) to make the WORK available in whole or in part for educational purposes, provided that its textual content is not altered, except for corrections and formatting that may be necessary. (2) to disseminate parts and/or the complete work in order to promote the journal through the internet and other digital and print media; (3) to record and reproduce the work in any format, including digital media.
With this license, authors can enter into separate, additional contracts for the non-exclusive distribution of the version of the work published in this journal (for example, publishing in institutional repositories or as book chapters), with due acknowledgment of authorship and initial publication in ReGeA. Authors are encouraged to publish and share their work online after publication in the journal, as this can increase the visibility and impact of the work.
Authors are responsible for the content of their articles when publishing in ReGeA. They affirm that the work is of their exclusive authorship and therefore assume full responsibility for its content, which implies that they must ensure that the work is original and does not infringe the rights of third parties. Authors retain the copyright to their work and agree to license their work using a Creative Commons International Public License, thus accepting the terms and conditions of this license.
Fortaleza, Ceará, ______________ of _________________________ of 20______ .
1) ____________________________________________________
2) ____________________________________________________
3) ____________________________________________________
4) ____________________________________________________
5) ____________________________________________________
By the Christus University Center – UNICHRISTUS:
______________________________________________________
