Parallel mediation analysis of self-image and perceived usefulness between job security, habit, organizational culture and intentionto use AI technologies
Abstract
With technology advancing at a much faster rate today, organisations risk obsoletion if they do not keep up with the fast pace and adoption of artificial intelligence (AI) technologies. The most important aspect of adopting AI technologies is how employees will respond to it. Employees make the core of an organization, and if they do not respond well to changes, the company will be adversely affected. This research report aims at examining whether job insecurity, habit, organizational culture, perceived self-image, and perceived usefulness affects employees’ intention to use AI in the workplace. Data was collected from 204 Indian ITES employees. Three mediation models were hypothesized and explored. For all the three models, parallel mediation analysis was conducted using Hayes’ PROCESS Macro (Model 4). The results from the first model indicate that job insecurity directly affects the intention to use artificial intelligence technology among the respondents. In the second model, both self-image in using technology and perceived usefulness emerged out to be mediators between habit of the respondents and their intention to use AI. From the third model, the results indicate that self-image in using technology and perceived usefulness mediates the relationship between perceived organizational culture and intention to use AI. The study will help the ITES business organizations prepare their employees for radical shifts in technological adoptions to prevent their discomfort. The first step in this process would be to identify the variables affecting their employees’ intention to use artificial intelligence and this research report helps in studying such variables.