This research aims to examine the adoption and continued use of generative artificial intelligence among Saudi business executives, using the diffusion of innovation (DOI) theory framework. It addresses how perceptions of relative advantage and compatibility influence Gen AI trialability and how trialability impacts benefit observability, social influence and continued usage (CU).
The study is quantitative in nature and used a convenience sampling method to collect data from 342 executives from diverse industries. The PLS-based structural equation modeling method was used for analysis.
The study shows Gen AI’s relative advantages, like faster outcomes and workflow compatibility, boost executives' trialability, fostering observable benefits and social influence for wider adoption. While complexity hinders trialability, compatibility mitigates its effects. Mediation analysis identifies trialability as crucial in linking relative advantage and compatibility to CU. These insights guide effective Gen AI integration.
The study adds to the DOI theory by reporting the mediation effect of trialability and the moderation effect of Gen AI complexity adopting advanced technology in organizations. The results provide valuable insights to organizations that are considering adopting Gen AI.
