A Change from Negative to Positive of Later Adoption Using the Innovation Decision Process to Imply Sustainability for HR Chatbots of Private Companies in Thailand
Issued Date
2024-07-01
Resource Type
eISSN
20711050
Scopus ID
2-s2.0-85198409533
Journal Title
Sustainability (Switzerland)
Volume
16
Issue
13
Rights Holder(s)
SCOPUS
Bibliographic Citation
Sustainability (Switzerland) Vol.16 No.13 (2024)
Suggested Citation
Jierasup S., Leelasantitham A. A Change from Negative to Positive of Later Adoption Using the Innovation Decision Process to Imply Sustainability for HR Chatbots of Private Companies in Thailand. Sustainability (Switzerland) Vol.16 No.13 (2024). doi:10.3390/su16135641 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/99765
Title
A Change from Negative to Positive of Later Adoption Using the Innovation Decision Process to Imply Sustainability for HR Chatbots of Private Companies in Thailand
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Abstract
The current adoption of human resource (HR) chatbots has created problems within organizations, such as stilted conversational flow and a limited range of queries and responses. This paper presents an analysis of the factors affecting these issues by employing a new conceptual model. The instances of rejection and acceptance of an HR chatbot were analyzed in this study using the innovation decision process. A survey of 251 employees from private companies in Thailand was conducted, scrutinizing their experiences of using HR chatbots. Then, the innovation decision process was utilized to identify the critical factors that influenced the shift in attitude from rejection to acceptance. The survey identified three key findings affecting employees’ negative attitudes towards the HR chatbot, namely, hesitation concerning the perceived ease-of-use (HPEOU), word of mouth (WoM), and personal innovation (PI). Additionally, our research also revealed that the way people perceive the level of risk associated with using the HR chatbot directly affects their intention to reject. This highlighted the significance of organizational development for facilitating the re-engagement of employees with the HR chatbot, and specifically, a focus on the elements of people (PP), processes (PC), technology (TE), and policy (PL). This study demonstrated the advances in process development within an organization and its corresponding policies. The validation of HR chatbots was influenced by a distinct corporate vision. This study provides guidelines for the implementation of HR chatbots for employees in private corporations in Thailand. The findings can assist in enhancing operational performance and the subsequent adoption of HR chatbots, resulting in the sustainable development of an efficient acceptance evaluation model of change from negative to positive. This model uses the innovation decision process to foster the sustainability of HR chatbots in private companies in Thailand.