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Analysis of Key Factors in Corporate Adoption of Generative Artificial Intelligence Based on the UTAUT2 Model

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2024, 29(7), pp.53-71
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science
  • Received : May 10, 2024
  • Accepted : June 26, 2024
  • Published : July 31, 2024

Yongfeng Hu 1 Haojie Jiang 1 Chi Gong 1

1경기대학교

Accredited

ABSTRACT

Generative Artificial Intelligence (AI) has become the focus of societal attention due to its wide range of applications and profound impact. This paper constructs a comprehensive theoretical model based on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), integrating variables such as Personal Innovativeness and Perceived Risk to study the key factors influencing enterprises' adoption of Generative AI. We employed Structural Equation Modeling (SEM) to verify the hypothesized paths and used the Bootstrapping method to test the mediating effect of Behavioral Intention. Additionally, we explored the moderating effect of Perceived Risk through Hierarchical Regression Analysis. The results indicate that Performance Expectancy, Effort Expectancy, Social Influence, Price Value, and Personal Innovativeness have significant positive impacts on Behavioral Intention. Behavioral Intention plays a significant mediating role between these factors and Use Behavior, while Perceived Risk negatively moderates the relationship between Behavioral Intention and Use Behavior. This study provides theoretical and empirical support for how enterprises can effectively adopt Generative AI, offering important practical implications.

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