sajm






From Perception to Practice: Exploring the Role of User Knowledge as a Mediator between Perceived Usefulness and Adoption of AI Tools among IT Professionals, Bengaluru, India

Samuel Mores Geddam* and Ameer Hussain A**

DOI: https://10.62206/sajm.31.6.2024.174-197

Abstract

The use of AI tools has become essential among IT professionals, and understanding the factors affecting their adoption beyond perceived usefulness is quite complex. This study explores the mediating role of user knowledge between perceived usefulness and the actual use of AI tools. The three steps of regression for mediation analysis proposed by Baron and Kenny (1986) were employed to examine the significant mediation effect of user knowledge on the relationship between perceived usefulness and the adoption of AI tools. Data was collected from a diverse group of 416 IT professionals in Bengaluru, the IT hub of India, using a convenience sampling method during the period from June to August 2023. The Sobel test (Z-score of 12.784 with p < 0.01) establishes the statistical significance for this mediation relationship, with the indirect effect (a*b=0.606 with p < 0.05) being significant, especially when the direct effect of perceived usefulness on actual use is close to the threshold at p = 0.049. This further enhances the statistical and practical significance of the findings. It was found that perceived usefulness does not significantly influence the actual use of AI tools without the mediating role of user knowledge. This suggests that the adoption of AI tools is most effective when users possess a certain level of knowledge about the tools, in addition to recognizing their perceived usefulness. These results highlight the need for IT companies to invest in training programs and knowledge dissemination to bridge the gap between perceived usefulness and the adoption of AI tools.

Key Words

AI tools adoption, Mediation analysis, Perceived usefulness, Sobel test, User knowledge

Author Biography

Samuel Mores Geddam*
Assistant Professor, School of Business, St Joseph's University, Bengaluru, India; and is the corresponding author. E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Ameer Hussain A**
Associate Professor, School of Management, Presidency University, Bengaluru, Indi a. E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

References

  1. Abdul Raffey, D., Gaikwad, S. B., jaydeo yeul, S., & Bagul, S. A. (2022). The impact of artificial intelligence on business operations: Investigating the current state and future implications of AI technologies. Journal of Pharmaceutical Negative Results, 13(10),5577-5580. https://doi.org/10.47750/pnr.2022.13.S10.678
  2. Accenture. (2024). Accenture launches accenture learnvantage to help clients and their peoplegain essential skills and achieve greater business value in the ai economy, March 5. https://newsroom.accenture.com/news/2024/accenture -launches - accenture -learnvantage -to-help -clients -and-their-people -gain-essential-skills- and-achieve-greater-business-value -in-the-ai-economy
  3. Adams, D. A., Nelson, R. R., & Todd, P. A. (1992).Perceived usefulness, ease of use,and usage of information technology: A replication. MIS Quarterly, 16(2), 227-247. https://doi.org/10.2307/249577
  4. Alalwan, N. (2022). Actual use of socialmedia for engagement to enhance studentslearning. Education and Information Technologies, 27(7), 9767-9789. https://doi.org/ 10.1007/s10639-022-11014-7
  5. Alfadda, H. A., & Mahdi, H. S. (2021).Measuring students’ use of Zoom application in language coursebased on the technology acceptance model (TAM). Journal of Psycholinguistic Research, 50(4), 883-900. https://doi.org/10.1007/s10936-020- 09752-1
  6. Al-Rayes, S., Alumran, A., Aljanoubi, H., Alkaltham, A., Alghamdi,M., & Aljabri,D. (2022). Awarenessand use of virtual clinics following the covid-19pandemic in S au d i A r ab i a. Healthcare, 10(10), 1893. https://doi.org/10.3390/healthcare10101893
  7. Alsyouf, A., Lutfi, A., Alsubahi,N., Alhazmi, F. N., Al-Mugheed, K., Anshasi, R. J., Alharbi, N. I., & Albugami, M. (2023). The use of a technologyacceptance model (TAM) to predictpatients’ usage of a personalhealth record system:The role of security, privacy, and usability.International Journal of Environmental Research and Public Health, 20(2), 1347. https://doi.org/10.3390/ijerph20021347
  8. Arakali, H. (2024). How generative AI is changingInfosys from within-Forbes India, March 6. https://www.forbesindia.com/article/leadership/how-generative-ai-is - changing-infosys-from-within/91845/1
  9. Bailey, D. R., Almusharraf, N., & Almusharraf, A. (2022).Video conferencing in the e -learning context: Explaining learning outcome with the technology acceptance model.Education and Information Technologies, 27(6), 7679-7698. https://doi.org/10.1007/s10639-022-10949-1
  10. Baron,R., & Kenny, D. (1986). The moderator-mediator variable distinction in social psychological research:Conceptual, strategic, and statistical considerations. Journal of Personalityand SocialPsychology, 51, 1173-1182. https://doi.org/10.1037/ /0022-3514.51.6.1173
  11. Baruah, A. (2023). Infosys to train 20,000 employeeson Google cloud’s genai, October 18. https://www.business-standard.com/companies/news/infosys-to-train- 20-000-employees-on-google-cloud-s-genai-aims-expertise-123101801466_1.html
  12. Batra,G., & Singh, R.K. (2023). A bibliometric analysisof two decades of researchin appreciative inquiry. South Asian Journalof Management, 30(3), 7–32.https:// doi.org/10.62206/sajm.30.3.2023.7-32
  13. Brady, M. (2023).Microsoft launches new AI skills training and resources as part of skill for jobs initiative - Microsoft community hub, October 24. https:// techcommunity.microsoft.com/t5/nonprofit-community-blog/microsoft-launches- new-ai-skills-training-and-resources-as-part/ba-p/3963189
  14. Chan,C. K. Y., & Hu,W. (2023). Students’voices on generative AI: Perceptions, benefits, and challenges in higher education. International Journal of Educational Technology in Higher Education, 20(43), 1-18. https://doi.org/10.1186/s41239-023- 00411-8
  15. Cognizant. (2024a). Cognizant unveils gen AI-powered innovation assistant, in collaboration with Microsoft, empowering Cognizant’s employees to innovate, January 16. https://www.prnewswire.com/news-releases/cognizant-unveils-gen-ai- powered-innovation-assistant-in-collaboration-with-microsoft- empowering-cognizants-employees-to-innovate-302034061.html
  16. Cognizant. (2024b). Cognizant unveilsgen AI-powered innovation assistant, in collaboration with Microsoft, empowering Cognizant’s employees to innovate, January 16. https://investors.cognizant.com/news-and-events/news/news-details/ 2024/Cognizant-unveils-gen-AI-powered-Innovation-Assistant-in-collaboration- with-Microsoft-empowering-Cognizants-employees-to-innovate/
  17. Cognizant. (2024c). Building an experience - centric workplace: enhancing Cognizant worknext digital workplace services with generative AI powered by servicenow, January 25. https://news.cognizant.com/2024-01-25-Building-an-expe rie nce - c entri c-work place -E nhanci ng- Cogn izant-WorkN EX T- d igi tal- workplace-services-with-generative-AI-powered-by-ServiceNow
  18. Cognizant. (2024d). Cognizant unveils advanced artificial intelligencelab to accelerate ai research and innovation, March 7. https://news.cognizant.com/2024- 03-07-Cognizant-Unveils-Advanced-Artificial-Intelligence-Lab-to-Accelerate- AI-Research-and-Innovation
  19. Collins, C., Dennehy, D., Conboy, K., & Mikalef, P. (2021). Artificial intelligence in information systems research: A systematic literature review and research agenda. International Journalof Information Management, 60, 102383. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2021.102383
  20. Compeau, D. R., & Higgins,C. A. (1995). Computer self-efficacy:Development of a measureand initial test. MIS Quarterly, 19(2), 189-211.https://doi.org/10.2307/ 249688
  21. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly,13(3), 319-340. https://doi.org/ 10.2307/249008
  22. Deloitte. (2023a). Deloitte AI academytm builds tailoredgenerative AI curriculum in collaboration with renowned universities and technology institutions for deloitteprofessionals and clients – Press release | Deloitte US, August 24. https:// www2.deloitte.com/us/en/pages/about-deloitte/articles/press-releases/deloitte-ai- academy-b uilds -tailored- gen erative -ai- curric ulum-in- collaboration-with- renowned-universities-and-technology-institutions-for-deloitte-professionals-and- clients.html
  23. Deloitte. (2023b). Deloitte expands Deloitte AI academy with generative AI training curricula for itsprofessionals and clients, reinforcing its dedication to upskill early career professionals and equip them with skills needed for real-worldAI and data science projects, August 28. https://www.industryintel.com/ transformation-and-innovation/news/deloitte-expands-deloitte-ai-academy-with-generative-ai-training-curricula-for-its-professionals-and-clients-reinforcing-its- dedication-to -upskill-early- career-professionals-and-equip-them-with-skills-needed-for-real-world-ai-and-data-science-projects-159527821776
  24. Gnaneswaran, D. (2019). Microsoft launches business school focused on AI strategy, culture and responsibility – Microsoft Malaysianews center, March 13. https://news.microsoft.com/en-my/2019/03/13/microsoft-launches-business-school-focused-on-ai-strategy-culture-and-responsibility/
  25. Gubala, A. (2023). What can product usage metrics tell you about your product?, March 1https://www.netguru.com/blog/product-usage-metrics
  26. Gulati, C., & Sankpal,S. (2021). Impact of perceived organizational politics on job dedication: The mediating role of emotionalstability. South Asian Journal of Management, 28(4), 77-94.
  27. Hernowo, A., Candraningrat, C., & Wardhanie, A. (2022). The perceived usefulness analysis and user satisfaction in the development of learning management system design. JEM17: JurnalEkonomiManajemen, 7, 129-144. https://doi.org/ 10.30996/jem17.v7i2.7536
  28. IBM.(2023a). IBM commits to train 2 million in artificial intelligence in three years, with a focus on underrepresented communities, November 22. https:// uk.newsroom.ibm.com/IBM-Commits-to-Train-2-Million-in-Artificial-Intelligence-in-Three-Years-with-a-Focus-on-Underrepresented-Communities
  29. IBM. (2023b). AI for employeetraining, December. https://www.ibm.com/think/ insights/generative-ai-for-employee-training
  30. Igartua, J. J., & Hayes, A. F. (2021). Mediation, moderation, and conditionalprocess analysis: Concepts, computations, and some common confusions. The SpanishJournal of Psychology, 24(6), e49. https://doi.org/10.1017/SJP.2021.46
  31. Indeed. (2022). What areproduct usage metricsand how can they help you?, June 25.https://www.indeed.com/career-advice/career-development/what-is-product-usage- metrics
  32. Infosys. (2023). Infosys and Nvidia collaborate to help world’s enterprises boost productivitywith generative AI, September 20. https://www.infosys.com/ n e w s r o o m / p r e s s - r e l e a s e s / 2 0 2 3 / c o l l a b o r a t e - w o r l d s - e n t e r p r i s e s - b o o s t -productivity.html
  33. Jackson,A. (2023). Wipro commits to huge ai investment to train its employees | AI Magazine, July 14. https://aimagazine.com/ai-applications/wipro-commits-to-huge-ai-investment-to-train-its-employees
  34. Jackson,A., & Kivunike,F. (2017). Evaluating the role of perceived usefulness in user adoption of mobile immunisation notification system in Uganda. International Journal of Telemedicineand ClinicalPractices, 2, 154-167. https://doi.org/10.1504/ IJTMCP.2017.10004510
  35. Jalali, A. (2021). Evaluating perceived usefulness and ease of use of CMMN and DCR. https://doi.org/10.1007/978-3-030-79186-5_10
  36. Kumari,R. (2023). Wipro to train 250,000 employeeson AI fundamentals and r es pons i b le u sage i n next 12 mon ths | Techgig, July 12. https:// content.techgig.com/upskilling-at-techgig/wipro-to-train-250000-employees-on-ai-fundamentals-and-responsible-usage-in-next-12-months/articleshow/101690625.cms
  37. Law, M. (2024). Google invests € 25m in initiative to tackle AI skills gap |Technology Magazine, February12. https://technologymagazine.com/articles/google- pledges-to -invest-millions-in-developing-ai-skills
  38. Liu, T., Yang, B., Geng, Y., & Du, S. (2021). Research on face recognition and privacy in China-based on social cognitionand cultural psychology. Frontiers in Psychology, 12, 809736. https://doi.org/10.3389/fpsyg.2021.809736
  39. Ni, A., & Cheung, A. (2022). Understanding secondary students’ continuance intention to adopt AI-powered intelligent tutoring system for English learning. Educationand Information Technologies, 28(3), 3191-3216. https://doi.org/10.1007/ s10639-022-11305-z
  40. Olmstead, L. (2022). How to measure product usage in 2024 (+metrics) - Whatfix, August 10. https://whatfix.com/blog/product-usage/
  41. Ozmen Garibay, O., Winslow, B., Andolina, S., Antona, M., Bodenschatz, A.,Coursaris, C., Falco, G., Fiore, S. M., Garibay, I., Grieman, K., Havens,J. C., Jirotka, M., Kacorri, H., Karwowski, W., Kider, J., Konstan, J., Koon, S.,Lopez- Gonzalez, M., Maifeld-Carucci, I., & Xu, W. (2023). Six human-centered artificialintelligence grand challenges. International Journal of Human–Computer Interaction, 39(3), 391-437. https://doi.org/10.1080/10447318.2022.2153320
  42. Perez, S. (2019). Microsoft aims to train and certify 15,000 workers on AI skillsby 2022 | Techcrunch, May 17. https://techcrunch.com/2019/05/17/microsoft-aims-to-train-and-certify-15000-workers-on-a-i-skills-by-2022/
  43. Perifanis, N.-A., &Kitsios, F. (2023). Investigating the influence of artificial intelligence on business value in the digitalera of strategy: A literature review.Information, 14(2). https://doi.org/10.3390/info14020085
  44. Porat, R. (2024). Google announces new investments in data centers and AI upskilling, April 26. https://blog.google/inside-google/infrastructure/google-data- centers-ai-skills-investments/
  45. Preacher, K. J., & Hayes, A. F. (2004). SPSS and SAS procedures for estimating indirect effects in simplemediation models. Behavior ResearchMethods, Instruments, &Computers, 36(4), 717-731.https://doi.org/10.3758/BF03206553
  46. Pymnts. (2024).Accenture’s invests $1b in AI to upgrade employee skills,March 7. https://www.pymnts.com/artificial-intelligence-2/2024/accentures-1-billion-ai- education-investment-aims-to -upgrade-employee-skills/
  47. Raosoft Sample Size Calculator. (2004).
  48. Roach,J. (2019). Strategy, culture & responsibility: Microsoft launches AI business school, March 11. https://news.microsoft.com/source/features/ai/ai-business- school/
  49. Sharma, A. (2023). Bengaluru’s IT dominance: The silicon valley of India - codingninjas. https://www.codingninjas.com/studio/library/bengalurus-it-dominance-the- silicon-valley-of-india
  50. Sobel, M. E. (1982). Asymptotic confidence intervals for indirect effects in structural equation models. Sociological Methodology, 13, 290-312. https://doi.org/ 10.2307/270723
  51. Syahruddin, S., Yaakob, M. F. M., Rasyad, A., Widodo, A. W., Sukendro, S., Suwardi, S., Lani, A.,Sari, L. P., Mansur, M., Razali, R., & Syam, A. (2021). Students’ acceptance to distancelearning during covid-19: The role of geographical areas among Indonesiansports science students. Heliyon, 7(9), e08043. https:// doi.org/10.1016/j.heliyon.2021.e08043
  52. Tatavarti,S. (2024). Wipro aims to become AI-first firm; More than 220k trained in genai | Company News - Business Standard, March 28. https://www.business- standard.com/companies/news/wipro-to-train-all-employees-on-ai-to-become-an- ai-first-company-124032800645_1.html
  53. Trisno Saputro,B. F., & Manalu,G. O. (2019). The effect of perceived usefulness, perceivedease of use, and complexity upon the acceptance of computerized audit technique (ACAT)at the finance and development supervisory agency (FDSA) Republic of Indonesia. TheAccounting Journalof Binaniaga, 4(01), 15. https:// doi.org/10.33062/AJB.V4I01.310
  54. Trotman, A. (2019). AI business school will now show business, government and education leaders what artificial intelligence can do for them, October2. https:/ /ukstories.microsoft.com/features/ai/ai-business-school-will-now-show-business- government-and-education-leaders-what-artificial-intelligence-can-do-for-them/
  55. Userpilot. (2022). Product usage metrics to measure and improve product engagement, February 14. https://userpilot.com/blog/product-usage-metrics/
  56. Venkatesh,V., Morris, M. G., Davis, G. B., & Davis,F. D. (2003). User acceptance of information technology:Toward a unified view. MIS Quarterly, 27(3), 425–478.https://doi.org/10.2307/30036540
  57. Weinstein, D. (2024). Helping brits to make ai work for them, July 25. https:// blog.google/around-the-globe/google-europe/united-kingdom/helping-brits-make- ai-work-for-them/
  58. Williams, N. (2023). Winning the war for talent in the age of AI & data, May 2. https://www.deloitte.com/uk/en/Industries/technology/blogs/2023/winning-the- war-for-talent-in-the-age -of-ai-and-data.html
  59. Wipro. (2023a).A strategic bet on AI: How Wipro is future-proofing the workforce,July. https://www.wipro.com/blogs/wipro-insights/a-strategic-bet-on-ai-how-wipro- is-future-proofing-the-workforce/
  60. Wipro. (2023b). Wipro unveilsai360 and commits$1b in AI investing, July 12. https://www.wipro.com/newsroom/press-releases/2023/wipro-launches-wipro-ai360-commits-to-investing-1-billion-in-ai-over-the -next-three-years/
  61. Wipro. (2024). Wipro adopts Google cloud AI technologies includingGemini to accelerate innovation and productivity, April 12. https://www.wipro.com/newsroom/ press-releases/2024/wipro-adopts-google-cloud-ai-technologies-including-gemini-to-accelerate-innovation-and-productivity/
  62. Zaiets, M. (2021). Factors influencing the mass adoptionof VR video platforms. In DegreeProjectComputerScience and Engineering.