Independent Professionals GAI Adoption: Empirical Model Based on UTAUT2 and ISSM

Detalhes bibliográficos
Autor(a) principal: Teixeira, Sergio Campos
Data de Publicação: 2024
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/174341
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
id RCAP_3f22cbd479b34d8b678912a92cfafb07
oai_identifier_str oai:run.unl.pt:10362/174341
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling Independent Professionals GAI Adoption: Empirical Model Based on UTAUT2 and ISSMGenerative Artificial Intelligence (GAI)Self-Employed ProfessionalsInformation technology (IT) adoptionUTAUT2ISSMSDG 8 - Decent work and economic growthDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing IntelligenceProductivity increase using information technology has been constantly studied over recent years to mapping organizational and individual benefits, as well as in a macroeconomic view. Recently, when we faced less and less of an increase in IT productivity, chats with generative artificial intelligence have become increasingly popular, gaining prominence and democratizing access to machine learning systems. This technological revolution can change the market and bring fairer conditions of competition and working conditions for classes of professionals such as self-employed professionals, who grow more in times of economic vulnerability. This study proposes a theoretical model based on the extended unified theory of acceptance and use of technology (UTAUT2), to examine which factors influence the adoption of generative artificial intelligence (GAI) chats in the work routine by independent professionals. The objective is to understand the intentions to adopt GAI by self-employed professionals and recommend it to peers, considering the constructs from the Information Systems Success Model (ISSM), Data collected from 79 individuals were used to test the research model. The findings showed that individuals, despite the professional context of the research, are motivated by facilitating conditions and hedonic motivation for the adoption and use of artificial intelligence in their work context, followed by a strong relationship of habit with use behavior. This study provides insights for researchers, marketing professionals and public policy professionals interested in the relationship between technological advances and fairer working conditions.Oliveira, Tiago André Gonçalves Félix deRUNTeixeira, Sergio Campos2024-10-252027-10-25T00:00:00Z2024-10-25T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/174341enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-11-11T01:40:37Zoai:run.unl.pt:10362/174341Portal AgregadorONGhttps://www.rcaap.pt/oai/openairemluisa.alvim@gmail.comopendoar:71602024-11-11T01:40:37Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Independent Professionals GAI Adoption: Empirical Model Based on UTAUT2 and ISSM
title Independent Professionals GAI Adoption: Empirical Model Based on UTAUT2 and ISSM
spellingShingle Independent Professionals GAI Adoption: Empirical Model Based on UTAUT2 and ISSM
Teixeira, Sergio Campos
Generative Artificial Intelligence (GAI)
Self-Employed Professionals
Information technology (IT) adoption
UTAUT2
ISSM
SDG 8 - Decent work and economic growth
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short Independent Professionals GAI Adoption: Empirical Model Based on UTAUT2 and ISSM
title_full Independent Professionals GAI Adoption: Empirical Model Based on UTAUT2 and ISSM
title_fullStr Independent Professionals GAI Adoption: Empirical Model Based on UTAUT2 and ISSM
title_full_unstemmed Independent Professionals GAI Adoption: Empirical Model Based on UTAUT2 and ISSM
title_sort Independent Professionals GAI Adoption: Empirical Model Based on UTAUT2 and ISSM
author Teixeira, Sergio Campos
author_facet Teixeira, Sergio Campos
author_role author
dc.contributor.none.fl_str_mv Oliveira, Tiago André Gonçalves Félix de
RUN
dc.contributor.author.fl_str_mv Teixeira, Sergio Campos
dc.subject.por.fl_str_mv Generative Artificial Intelligence (GAI)
Self-Employed Professionals
Information technology (IT) adoption
UTAUT2
ISSM
SDG 8 - Decent work and economic growth
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Generative Artificial Intelligence (GAI)
Self-Employed Professionals
Information technology (IT) adoption
UTAUT2
ISSM
SDG 8 - Decent work and economic growth
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
publishDate 2024
dc.date.none.fl_str_mv 2024-10-25
2024-10-25T00:00:00Z
2027-10-25T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/174341
url http://hdl.handle.net/10362/174341
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv mluisa.alvim@gmail.com
_version_ 1817548685567852544