Firm Size and Artificial Intelligence (AI)-Based Technology Adoption: The Role of Corporate Size in South Korean Construction Companies

Abstract

This research addresses the factors that impact the acceptance of AI-based technologies or products depending upon firm size in the construction industry, in which various corporates exist. In order to achieve the research goals, a technology acceptance model was applied to investigate the influencing factors in respect to adopting AI-based technologies or products. From the research results, technological and organizational factors were found to positively influence perceived usefulness and perceived ease of use. Corporate users perceived that technology is useful to their work and is easy to use when enough capital and education were invested prior to the company adopting AI-based technologies or products. It was found that perceived ease of use and perceived usefulness indicate satisfaction with new technology, and the higher the intention to use, the higher the satisfaction. In addition, as various information sharing and distribution channels increase, the frequency of use of new technologies or products also increases, not through traditional marketing, but through viral marketing via social media or promotion by influential persons or organizations. Furthermore, there are differences in the adoption of AI-based technologies or products depending on the size of the company.

Keywords

• technology acceptance model
• artificial intelligence
• construction industry
• firm size
• mediating effect