DEFINING A NEW ERA IN ONLINE BUSINESS THE JOURNEY TOWARDS ADOPTION OF GENERATIVE AI
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2024-07-01
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en
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This research investigates the adoption of generative artificial intelligence by online business entrepreneurs, focusing on the influence of technology ideologies on their adoption processes. Through in-depth interviews with eight Dutch entrepreneurs, this study identifies a new technology ideology called the pragmatic integrator. This ideology is characterized by a balanced, ethical, and strategic approach to technology. By extending existing theories such as the unified theory of acceptance and use of technology and consumer culture theory, this research provides a comprehensive understanding of the adoption of generative AI by online business entrepreneurs. Key findings indicate that different ideologies significantly influence the adoption process, with factors such as time and belief in technology playing critical roles. This study's insights contribute to a deeper understanding of the diverse factors affecting generative AI adoption among online business entrepreneurs.
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Faculteit der Managementwetenschappen