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

Siwalak Jierasup and Adisorn Leelasantitham ()
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Siwalak Jierasup: Technology of Information System Management Division, Faculty of Engineering, Mahidol University, Nakhon Pathom 73170, Thailand
Adisorn Leelasantitham: Technology of Information System Management Division, Faculty of Engineering, Mahidol University, Nakhon Pathom 73170, Thailand

Sustainability, 2024, vol. 16, issue 13, 1-29

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.

Keywords: digital transformation; HR chatbots; later adoption; innovation decision process; organization; sustainable development (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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