Adoption of AI-Enabled Tools in Social Development Organizations in India: An Extension of UTAUT Model

• DOI: 10.3389/fpsyg.2022.893691
• Publication Date: 2022-06-20T07:39:43Z
• Authors: Ruchika Jain; Naval Garg; Shikha N. Khera
• Keywords: 0502 economics and business; 05 social sciences; social organizations; Psychology; AI aversion; UTAUT; artificial intelligence; collaboration; BF1-990

Social development organizations increasingly employ artificial intelligence (AI)-enabled tools to help team members collaborate effectively and efficiently. These are used in various management tasks activities. Based on the unified theory of acceptance use technology (UTAUT), this study explores factors influencing employees' AI-enabled tools. The extends model two ways: a) by evaluating impact these collaboration b) exploring moderating role AI aversion. Data were collected through an online survey employees working with analysis research was conducted using partial least squares (PLS), a two-step - measurement structural models assessment. results revealed that antecedent variables, such as effort expectancy, performance social influence, facilitating conditions, positively associated tools, which have positive relationship collaboration. It also concluded significant effect aversion between expectancy technology. findings imply should focus building environment adopt while addressing concerns about AI.