Document Type : Research Paper
Authors
1 Master's degree student in Industrial Management, Islamic Azad University, Karaj Branch, faculty of management, Iran
2 Assistant Professor, Department of Management, Islamic Azad University, Karaj Branch, faculty of management, Iran
Abstract
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.
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