خلاصة:
Artificial intelligence, through process optimization, productivity enhancement, and cost reduction, has created a significant transformation in production, management, and innovation. Accordingly, the present study aims to examine the mutual effects of parameters influencing the adoption of AI-based technologies: A case study of Kerman Motor Company. The research method is applied in terms of purpose and survey-based in terms of data collection. Data were gathered through the distribution of 130 questionnaires among the employees of Kerman Motor Automotive Company, selected by simple random sampling using Cochran’s formula. The measurement instruments were the technology adoption questionnaires developed by Chatterjee et al. (2021) and Shon & Vawn (2020). For data analysis, structural equation modeling (SEM) was employed. The findings indicated that employees’ subjective norms have a positive and significant effect on perceived usefulness and perceived ease of use of AI-based technologies in the automotive company. Perceived usefulness positively and significantly affects employees’ behavioral intention and attitudes toward the use of AI-based technologies. Perceived ease of use positively and significantly influences employees’ attitudes toward the use of AI-based technologies, and attitudes positively and significantly influence behavioral intention. Finally, behavioral intention to use AI-based technologies in the automotive company has a positive and significant effect on actual use. Overall, the results revealed that the effect of all research variables was positive and significant, and all research hypotheses were supported.
ملخص الجهاز:
Investigating the interactive effects of technology adoption parameters based on Artificial Intelligence: A Case Study of Kerman Motor Company Master's student in Industrial Management, Faculty of Management, University Mehdi Mashhadikhani Islamic Azad University, Karaj Branch, Iran Assistant Professor, Department of Management, Faculty of Management, Islamic Azad University Alireza Pourabraheimi Karaj, Iran Assistant Professor, Department of Management, Faculty of Management, Islamic Azad University Mostafa Mbalaghi 1 Karaj, Iran Abstract Artificial intelligence has created a remarkable transformation in production, management, and innovation by optimizing processes, increasing productivity, and reducing costs.
The present study emphasizes the Technology Acceptance Model (Davis, 1989) as the primary framework for investigating the adoption of artificial intelligence-based technologies in the automotive industry, specifically in Kerman Motor Company.
Investigating these relationships, which will ultimately lead to the acceptance or rejection of each hypothesis, makes it possible to identify the mutual effects of parameters influencing technology adoption; in other words, by simultaneously analyzing mental norms, perceived ease of use and usefulness, attitude, and employees' intention to use, a precise understanding of how these factors interact and their impact on the adoption of artificial intelligence-based technologies in Kerman Motor can be obtained, and this insight can be useful in managerial decision-making and the design of technology development policies.
The innovation of this research lies in its focus on investigating the interaction effects of artificial intelligence-based technology adoption parameters in the automotive industry, and specifically in Kerman Motor Company.
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