IDEAS home Printed from https://ideas.repec.org/a/eee/teinso/v75y2023ics0160791x23002087.html
   My bibliography  Save this article

Drivers of generative artificial intelligence to fostering exploitative and exploratory innovation: A TOE framework

Author

Listed:
  • wael AL-khatib, Ayman

Abstract

This research work aims to investigate the antecedents of generative artificial intelligence (GEN-AI) adoption, and exploratory and exploitative innovation. A conceptual model based on the technology-organization-environment (TOE) framework is proposed and tested empirically using online survey-based data collected from 260 managers and administrative employees located in the Jordanian retailing industry. To achieve the objectives of this work a covariance-based- structural equation modelling (CB-SEM) was employed. The results indicate that relative advantage, top management support, organizational readiness, and customer pressures positively influence GEN-AI adoption. The empirical results demonstrated that the influence of compatibility and competitive pressures on GEN-AI adoption are insignificant. It was found that complexity negatively influence of GEN-AI adoption, also the findings confirm the positive impact of GEN-AI on both exploratory and exploitative innovation. The findings of the existing research would be valuable for GEN-AI technology providers, managers and top management in the retail firms sector in terms of building effective procedures to promote the successful adoption of GEN-AI technologies and innovation.

Suggested Citation

  • wael AL-khatib, Ayman, 2023. "Drivers of generative artificial intelligence to fostering exploitative and exploratory innovation: A TOE framework," Technology in Society, Elsevier, vol. 75(C).
    • Handle: RePEc:eee:teinso:v:75:y:2023:i:c:s0160791x23002087
    DOI: 10.1016/j.techsoc.2023.102403
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0160791X23002087
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.techsoc.2023.102403?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Hashimy, Loha & Geetika, Jain & Grifell-Tatje, Emili, 2023. "Determinants of Blockchain Adoption as Decentralized Business Model by Spanish Firms: – An Innovation Theory Perspective," MPRA Paper 119903, University Library of Munich, Germany.
    2. Nie, Xinyu & Yu, Mingchuan & Zhai, Yuming & Lin, Han, 2022. "Explorative and exploitative innovation: A perspective on CEO humility, narcissism, and market dynamism," Journal of Business Research, Elsevier, vol. 147(C), pages 71-81.
    3. Loureiro, Sandra Maria Correia & Guerreiro, João & Tussyadiah, Iis, 2021. "Artificial intelligence in business: State of the art and future research agenda," Journal of Business Research, Elsevier, vol. 129(C), pages 911-926.
    4. Al-Emran, Mostafa & Griffy-Brown, Charla, 2023. "The role of technology adoption in sustainable development: Overview, opportunities, challenges, and future research agendas," Technology in Society, Elsevier, vol. 73(C).
    5. Vincent Charles & Ali Emrouznejad & Tatiana Gherman, 2023. "A critical analysis of the integration of blockchain and artificial intelligence for supply chain," Annals of Operations Research, Springer, vol. 327(1), pages 7-47, August.
    6. Al-Qaysi, Noor & Granić, Andrina & Al-Emran, Mostafa & Ramayah, T. & Garces, Edwin & Daim, Tugrul U., 2023. "Social media adoption in education: A systematic review of disciplines, applications, and influential factors," Technology in Society, Elsevier, vol. 73(C).
    7. Ana-Marija Stjepić & Mirjana Pejić Bach & Vesna Bosilj Vukšić, 2021. "Exploring Risks in the Adoption of Business Intelligence in SMEs Using the TOE Framework," JRFM, MDPI, vol. 14(2), pages 1-18, February.
    8. Ida Merete Enholm & Emmanouil Papagiannidis & Patrick Mikalef & John Krogstie, 2022. "Artificial Intelligence and Business Value: a Literature Review," Information Systems Frontiers, Springer, vol. 24(5), pages 1709-1734, October.
    9. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    10. Rahman, Muhammad Sabbir & Bag, Surajit & Gupta, Shivam & Sivarajah, Uthayasankar, 2023. "Technology readiness of B2B firms and AI-based customer relationship management capability for enhancing social sustainability performance," Journal of Business Research, Elsevier, vol. 156(C).
    11. Mekhail Mustak & Joni Salminen & Loïc Plé & Jochen Wirtz, 2021. "Artificial intelligence in marketing: Topic modeling, scientometric analysis, and research agenda," Post-Print hal-03269994, HAL.
    12. Lutfi, Abdalwali & Alrawad, Mahmaod & Alsyouf, Adi & Almaiah, Mohammed Amin & Al-Khasawneh, Ahmad & Al-Khasawneh, Akif Lutfi & Alshira'h, Ahmad Farhan & Alshirah, Malek Hamed & Saad, Mohamed & Ibrahim, 2023. "Drivers and impact of big data analytic adoption in the retail industry: A quantitative investigation applying structural equation modeling," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    13. Satish Kumar & Weng Marc Lim & Uthayasankar Sivarajah & Jaspreet Kaur, 2023. "Artificial Intelligence and Blockchain Integration in Business: Trends from a Bibliometric-Content Analysis," Information Systems Frontiers, Springer, vol. 25(2), pages 871-896, April.
    14. Tseng, Fang-Mei & Liang, Ching-Wen & Nguyen, Ngoc B., 2023. "Blockchain technology adoption and business performance in large enterprises: A comparison of the United States and China," Technology in Society, Elsevier, vol. 73(C).
    15. Alok Raj & Anand Jeyaraj, 2023. "Antecedents and consequents of industry 4.0 adoption using technology, organization and environment (TOE) framework: A meta-analysis," Annals of Operations Research, Springer, vol. 322(1), pages 101-124, March.
    16. Mariani, Marcello M. & Machado, Isa & Nambisan, Satish, 2023. "Types of innovation and artificial intelligence: A systematic quantitative literature review and research agenda," Journal of Business Research, Elsevier, vol. 155(PB).
    17. Alsharida, Rawan A. & Al-rimy, Bander Ali Saleh & Al-Emran, Mostafa & Zainal, Anazida, 2023. "A systematic review of multi perspectives on human cybersecurity behavior," Technology in Society, Elsevier, vol. 73(C).
    18. James G. March, 1991. "Exploration and Exploitation in Organizational Learning," Organization Science, INFORMS, vol. 2(1), pages 71-87, February.
    19. Papanagnou, Christos & Seiler, Andreas & Spanaki, Konstantina & Papadopoulos, Thanos & Bourlakis, Michael, 2022. "Data-driven digital transformation for emergency situations: The case of the UK retail sector," International Journal of Production Economics, Elsevier, vol. 250(C).
    20. Mustak, Mekhail & Salminen, Joni & Plé, Loïc & Wirtz, Jochen, 2021. "Artificial intelligence in marketing: Topic modeling, scientometric analysis, and research agenda," Journal of Business Research, Elsevier, vol. 124(C), pages 389-404.
    21. Zhang, Zhengang & Luo, Taiye, 2020. "Network capital, exploitative and exploratory innovations——from the perspective of network dynamics," Technological Forecasting and Social Change, Elsevier, vol. 152(C).
    22. Bahoo, Salman & Cucculelli, Marco & Qamar, Dawood, 2023. "Artificial intelligence and corporate innovation: A review and research agenda," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    23. Jarrahi, Mohammad Hossein & Askay, David & Eshraghi, Ali & Smith, Preston, 2023. "Artificial intelligence and knowledge management: A partnership between human and AI," Business Horizons, Elsevier, vol. 66(1), pages 87-99.
    24. Shahbaz Ali & Yongping Xie, 2021. "The impact of Industry 4.0 on organizational performance: the case of Pakistan's retail industry," European Journal of Management Studies, Emerald Group Publishing Limited, vol. 26(2/3), pages 63-86, September.
    25. Peres, Renana & Schreier, Martin & Schweidel, David & Sorescu, Alina, 2023. "On ChatGPT and beyond: How generative artificial intelligence may affect research, teaching, and practice," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 269-275.
    26. Abed, Salma S., 2020. "Social commerce adoption using TOE framework: An empirical investigation of Saudi Arabian SMEs," International Journal of Information Management, Elsevier, vol. 53(C).
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Undheim, Trond Arne, 2024. "In search of better methods for the longitudinal assessment of tech-derived X-risks: How five leading scenario planning efforts can help," Technology in Society, Elsevier, vol. 77(C).
    2. Feng, Yanchao & Gao, Yue & Xia, Xiqiang & Shi, Ke & Zhang, Ci & Yang, Le & Yang, Liwei & Cifuentes-Faura, Javier, 2024. "Identifying the path choice of digital economy to crack the “resource curse" in China from the perspective of configuration," Resources Policy, Elsevier, vol. 91(C).
    3. Singh, Kuldeep & Chatterjee, Sheshadri & Mariani, Marcello, 2024. "Applications of generative AI and future organizational performance: The mediating role of explorative and exploitative innovation and the moderating role of ethical dilemmas and environmental dynamis," Technovation, Elsevier, vol. 133(C).
    4. Koliousis, Ioannis & Al-Surmi, Abdulrahman & Bashiri, Mahdi, 2024. "Artificial intelligence and policy making; can small municipalities enable digital transformation?," International Journal of Production Economics, Elsevier, vol. 274(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hoffmann, Stefan & Lasarov, Wassili & Dwivedi, Yogesh K., 2024. "AI-empowered scale development: Testing the potential of ChatGPT," Technological Forecasting and Social Change, Elsevier, vol. 205(C).
    2. Wenkai Zhou & Chi Zhang & Linwan Wu & Meghana Shashidhar, 2023. "ChatGPT and marketing: Analyzing public discourse in early Twitter posts," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 693-706, December.
    3. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris & Jabeen, Fauzia, 2022. "Digital transformation of organization using AI-CRM: From microfoundational perspective with leadership support," Journal of Business Research, Elsevier, vol. 153(C), pages 46-58.
    4. Broekhuizen, Thijs & Dekker, Henri & de Faria, Pedro & Firk, Sebastian & Nguyen, Dinh Khoi & Sofka, Wolfgang, 2023. "AI for managing open innovation: Opportunities, challenges, and a research agenda," Journal of Business Research, Elsevier, vol. 167(C).
    5. Gupta, Rohit & Rathore, Bhawana & Biswas, Baidyanath & Jaiswal, Mahadeo & Singh, Raunak Kumar, 2024. "Are we ready for metaverse adoption in the service industry? Theoretically exploring the barriers to successful adoption," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    6. Hermann, Erik & Puntoni, Stefano, 2024. "Artificial intelligence and consumer behavior: From predictive to generative AI," Journal of Business Research, Elsevier, vol. 180(C).
    7. Singh, Kuldeep & Chatterjee, Sheshadri & Mariani, Marcello, 2024. "Applications of generative AI and future organizational performance: The mediating role of explorative and exploitative innovation and the moderating role of ethical dilemmas and environmental dynamis," Technovation, Elsevier, vol. 133(C).
    8. An, Meng & Lin, Jiabao & Luo, Xin (Robert), 2024. "The impact of human AI skills on organizational innovation: The moderating role of digital organizational culture," Journal of Business Research, Elsevier, vol. 182(C).
    9. Emilia Vann Yaroson & Soumyadeb Chowdhury & Sachin Kumar Mangla & Prasanta Kumar Dey, 2024. "Unearthing the interplay between organisational resources, knowledge and industry 4.0 analytical decision support tools to achieve sustainability and supply chain wellbeing," Annals of Operations Research, Springer, vol. 342(2), pages 1321-1368, November.
    10. Son K. Lam & Thomas E. DeCarlo & Ashish Sharma, 2019. "Salesperson ambidexterity in customer engagement: do customer base characteristics matter?," Journal of the Academy of Marketing Science, Springer, vol. 47(4), pages 659-680, July.
    11. Jonathan H. Reed, 2022. "Operational and strategic change during temporary turbulence: evidence from the COVID-19 pandemic," Operations Management Research, Springer, vol. 15(1), pages 589-608, June.
    12. Robertson, Jeandri & Ferreira, Caitlin & Botha, Elsamari & Oosthuizen, Kim, 2024. "Game changers: A generative AI prompt protocol to enhance human-AI knowledge co-construction," Business Horizons, Elsevier, vol. 67(5), pages 499-510.
    13. Sirén, Charlotta & Kohtamäki, Marko, 2016. "Stretching strategic learning to the limit: The interaction between strategic planning and learning," Journal of Business Research, Elsevier, vol. 69(2), pages 653-663.
    14. Guiyang Zhang, 2021. "Employee co-invention network dynamics and firm exploratory innovation: the moderation of employee co-invention network centralization and knowledge-employee network equilibrium," Scientometrics, Springer;Akadémiai Kiadó, vol. 126(9), pages 7811-7836, September.
    15. Matsuno, Ken & Kohlbacher, Florian, 2020. "Proactive marketing response to population aging: The roles of capabilities and commitment of firms," Journal of Business Research, Elsevier, vol. 113(C), pages 93-104.
    16. Chang, Kuo-Hsiung & Gotcher, Donald F., 2020. "How and when does co-production facilitate eco-innovation in international buyer-supplier relationships? The role of environmental innovation ambidexterity and institutional pressures," International Business Review, Elsevier, vol. 29(5).
    17. Kupeli, Birgul & Salman, Gulberk Gultekin & Karaosmanoglu, Elif & Daim, Tugrul, 2024. "Exploring self-service technology adoption: Case of airline check in," Technology in Society, Elsevier, vol. 77(C).
    18. Dildar Hussain & Marijana Sreckovic & Josef Windsperger, 2018. "An organizational capability perspective on multi-unit franchising," Small Business Economics, Springer, vol. 50(4), pages 717-727, April.
    19. Partanen, Jukka & Kohtamäki, Marko & Patel, Pankaj C. & Parida, Vinit, 2020. "Supply chain ambidexterity and manufacturing SME performance: The moderating roles of network capability and strategic information flow," International Journal of Production Economics, Elsevier, vol. 221(C).
    20. Lee, Ruby P. & Johnson, Jean L. & Grewal, Rajdeep, 2008. "Understanding the antecedents of collateral learning in new product alliances," International Journal of Research in Marketing, Elsevier, vol. 25(3), pages 192-200.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:teinso:v:75:y:2023:i:c:s0160791x23002087. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/technology-in-society .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.