DOI:10.1108/JBIM-04-2024-0257">
 

Exploring technology, organization and environmental factors driving firms generative AI adoption intention: The moderating role of trans-parasocial relation

Document Type

Article

Publication Date

2025

Department/School

Marketing

Publication Title

Journal of Business & Industrial Marketing

Abstract

Purpose: This paper aims to determine how technological, organizational and environmental factors affect the intention to adopt generative artificial intelligence (Gen-AI) in the financial services industry.   Design/methodology/approach: A conceptual model based on the technology-organization-environment framework and the resource-based view theory is proposed and empirically tested, using survey data collected from 188 managers of Chinese financial firms.   Findings: The results show that the model’s technological (learnability, error), organizational (organizational innovation capability, organization learning orientation) and environmental (competitive pressure) factors have a significant positive impact on the intention to adopt Gen-AI. In addition, trans-parasocial relation is a moderating variable in these relationships.   Originality/value: The results offer valuable insights for providers and managers of Gen-AI technology in the retail company sector, to help establish more effective procedures to facilitate the successful adoption of Gen-AI technology.

Comments

H. Moon is a faculty member in EMU's Department of Marketing.

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DOI:10.1108/JBIM-04-2024-0257

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