FACTORS AFFECTING THE INTENTION TO ADOPT ARTIFICIAL INTELLIGENCE (AI) IN THE BUSINESS OPERATIONS OF AGRICULTURAL ENTERPRISES IN HO CHI MINH CITY
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.562Keywords:
AI adoption intention, perceived usefulness, perceived ease of use, effort expectancy, facilitating condition, AI attitude, agricultural enterprises.Abstract
Artificial Intelligence (AI) has become a key element in the survival and growth of businesses over the past few decades, especially in agriculture. This research aims to investigate the cognitive factors, such as Perceived Usefulness (PU), Perceived Ease of Use (PE), Effort Expectancy (EE), and Facilitating Condition (FC), influencing the Intention to adopt Artificial Intelligence (IU) in the business operations of agricultural enterprises in Ho Chi Minh City. Furthermore, the authors also seek to clarify the mediating role of Attitude toward AI Adoption (AT) in the relationship between these cognitive factors and IU. In this regard, an online survey was conducted among 251 respondents, including managers, specialists, and employees working in agricultural companies in Ho Chi Minh City. The Partial Least Squares (PLS) Smart was used to analyze the data. The findings of this study indicate that PU significantly positively affects IU and AT, while AT serves as a mediator in the relationship between PU and IU. Similarly, FC also has a positive impact on AT, and AT also plays a mediating role in the relationship between FC and IU. Unfortunately, the research results do not support the significant impact of PE and EE on AT. Based on the research findings, the authors suggest managerial implications to assist agricultural enterprises in Ho Chi Minh City deeply understand the key elements and practical benefits of AI integration in their business operations. Consequently, the study’s findings help enterprises know how they can use AI technology to support achieving their business goals and build their operational strategies in a better and more appropriate way.
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