The Readiness of Organizational Development with A Framework of Technology-Organization-Environment to Support Artificial Intelligence Technology for Trading Business
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Abstract
This research aims to 1) study the level of opinion on the technology characteristics, organizational characteristics, environmental characteristics, and the readiness of organizational development, 2) study the causal relationship model of the technology characteristics, organizational characteristics, and environmental characteristics affecting the readiness of organizational development, and 3) test the type of business as a moderating variable in the Technology-Organization-Environment Framework (TOE) toward the readiness of organizational development to support artificial intelligence technology for trading business. This is quantitative research by using a non-probability sampling method from 354 business owners of trading business in northern Thailand. The model will be analyzed using structural equation modeling.
The research findings are as follows: 1) Entrepreneurs' opinions on technology characteristics and readiness of organizational development are a high level (mean = 4.11), followed by environmental characteristics (mean = 3.99) and organizational characteristics (mean = 3.93), respectively. 2) The technology characteristics factor has the greatest direct influence on readiness of organizational development (total influence = 0.518), followed by environmental characteristics (total influence = 0.190) and organizational characteristics (total influence = 0.146), respectively. 3) The analysis of moderating variables showed that the type of business is a moderating variable influencing the path of technology characteristics toward the readiness of organizational development (Effect = -0.198, t = 2.188, p-value = 0.05) and higher predictive power (from R² = 0.647 to R² = 0.660). The research findings can be used as guidelines for developing technological, personnel, and management capabilities to adapt to change and appropriately enhance business efficiency in the digital age.
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