Publicação
Independent Professionals GAI Adoption: Empirical Model Based on UTAUT2 and ISSM
| Resumo: | Productivity increase using information technology has been constantly studied over recent years to mapping organizational and individual benefits, as well as in a macroeconomic view. Recently, when we faced less and less of an increase in IT productivity, chats with generative artificial intelligence have become increasingly popular, gaining prominence and democratizing access to machine learning systems. This technological revolution can change the market and bring fairer conditions of competition and working conditions for classes of professionals such as self-employed professionals, who grow more in times of economic vulnerability. This study proposes a theoretical model based on the extended unified theory of acceptance and use of technology (UTAUT2), to examine which factors influence the adoption of generative artificial intelligence (GAI) chats in the work routine by independent professionals. The objective is to understand the intentions to adopt GAI by self-employed professionals and recommend it to peers, considering the constructs from the Information Systems Success Model (ISSM), Data collected from 79 individuals were used to test the research model. The findings showed that individuals, despite the professional context of the research, are motivated by facilitating conditions and hedonic motivation for the adoption and use of artificial intelligence in their work context, followed by a strong relationship of habit with use behavior. This study provides insights for researchers, marketing professionals and public policy professionals interested in the relationship between technological advances and fairer working conditions. |
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| Autores principais: | Teixeira, Sergio Campos |
| Assunto: | Generative Artificial Intelligence (GAI) Self-Employed Professionals Information technology (IT) adoption UTAUT2 ISSM SDG 8 - Decent work and economic growth |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Productivity increase using information technology has been constantly studied over recent years to mapping organizational and individual benefits, as well as in a macroeconomic view. Recently, when we faced less and less of an increase in IT productivity, chats with generative artificial intelligence have become increasingly popular, gaining prominence and democratizing access to machine learning systems. This technological revolution can change the market and bring fairer conditions of competition and working conditions for classes of professionals such as self-employed professionals, who grow more in times of economic vulnerability. This study proposes a theoretical model based on the extended unified theory of acceptance and use of technology (UTAUT2), to examine which factors influence the adoption of generative artificial intelligence (GAI) chats in the work routine by independent professionals. The objective is to understand the intentions to adopt GAI by self-employed professionals and recommend it to peers, considering the constructs from the Information Systems Success Model (ISSM), Data collected from 79 individuals were used to test the research model. The findings showed that individuals, despite the professional context of the research, are motivated by facilitating conditions and hedonic motivation for the adoption and use of artificial intelligence in their work context, followed by a strong relationship of habit with use behavior. This study provides insights for researchers, marketing professionals and public policy professionals interested in the relationship between technological advances and fairer working conditions. |
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