Mechanisms of cognitive trust development in artificial intelligence among front line employees: An empirical examination from a developing economy

Saqib Shamim, Yumei Yang, Najam Ul Zia, Zaheer Khan and Syed Muhammad Shariq

Journal of Business Research, 2023, vol. 167, issue C

Abstract: Drawing upon insights from the trust literature, we conducted two empirical surveys with the front-line employees of firms in Pakistan investigating the factors influencing cognitive trust in artificial intelligence (AI). Study1 consisted of 46 in-depth interviews aimed at exploring factors influencing cognitive trust. Based on the findings of Study 1, we developed a framework to enhance employees’ cognitive trust in AI. We then conducted a quantitative survey (study 2) with 314 employees to validate the proposed model. The findings suggest that AI features positively influence the cognitive trust of employees, while work routine disruptions have negative impact on cognitive trust in AI. The effectiveness of data governance was also found to facilitate employees' trust in data governance and subsequently, employees' cognitive trust in AI. We contribute to the technology trust literature, especial in developing economics. We discuss the implications of our findings for both research and practice.

Keywords: Artificial intelligence; Cognitive trust; Data governance; Disruption in work routines; Developing market (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296323005271
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:167:y:2023:i:c:s0148296323005271

DOI: 10.1016/j.jbusres.2023.114168

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().