Determinants of Generative AI System Adoption and Usage Behavior in Korean Companies: Applying the UTAUT Model

Youngsoo Kim; Victor Blazquez; Taeyeon Oh

doi:10.3390/bs14111035

journal article Open Access Nov 04, 2024

Determinants of Generative AI System Adoption and Usage Behavior in Korean Companies: Applying the UTAUT Model

Youngsoo Kim

Victor Blazquez

Taeyeon Oh

Behavioral Sciences Vol. 14 No. 11 pp. 1035 · MDPI AG

View at Publisher Save 10.3390/bs14111035

Abstract

This study addresses the academic gap in the adoption of generative AI systems by investigating the factors influencing technology acceptance and usage behavior in Korean firms. Although recent advancements in AI are accelerating digital transformation and innovation, empirical research on the adoption of these systems remains scarce. To fill this gap, this study applies the Unified Theory of Acceptance and Use of Technology (UTAUT) model, surveying 300 employees from both large and small enterprises in South Korea. The findings reveal that effort expectancy and social influence significantly influence employees’ behavioral intention to use generative AI systems. Specifically, effort expectancy plays a critical role in the early stages of adoption, while social influence, including support from supervisors and peers, strongly drives the adoption process. In contrast, performance expectancy and facilitating conditions show no significant impact. The study also highlights the differential effects of age and work experience on behavioral intention and usage behavior. For older employees, social support is a key factor in technology acceptance, whereas employees with more experience exhibit a more positive attitude toward adopting new technologies. Conversely, facilitating conditions are more critical for younger employees. This study contributes to the understanding of the interaction between various factors in AI technology adoption and offers strategic insights for the successful implementation of AI systems in Korean companies.

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Metrics

37

Citations

68

References

Details

Published: Nov 04, 2024
Vol/Issue: 14(11)
Pages: 1035
License: View

Authors

Y

Youngsoo Kim

Seoul Business School, aSSIST University, Seoul 03767, Republic of Korea

V

Victor Blazquez

Department of Business Economics, Health and Social Care, University of Applied Sciences and Arts of Southern Switzerland, 6928 Manno, Switzerland; Taylor Institute, Franklin University Switzerland, 6924 Sorengo, Switzerland

T

Taeyeon Oh

Seoul AI School, aSSIST University, Seoul 03767, Republic of Korea

Funding

aSSIST University

Cite This Article

Youngsoo Kim, Victor Blazquez, Taeyeon Oh (2024). Determinants of Generative AI System Adoption and Usage Behavior in Korean Companies: Applying the UTAUT Model. Behavioral Sciences, 14(11), 1035. https://doi.org/10.3390/bs14111035

Determinants of Generative AI System Adoption and Usage Behavior in Korean Companies: Applying the UTAUT Model

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