Understanding Artificial Intelligence Awareness and Digital Innovativeness: A Moderated-Mediation Model

Lei Ren, Xiaobin Zhang, Hui Duan and Na Liu

SAGE Open, 2025, vol. 15, issue 3, 21582440251379337

Abstract: Drawing upon social amplification of risk framework, this study examines the influencing mechanism of artificial intelligence (AI) awareness on employees’ digital innovativeness. Through a two-stage questionnaire survey involving 227 employees from three Chinese intelligent manufacturing enterprises, the findings demonstrated that AI awareness had a negative effect on digital innovativeness. Resistance to change played a negative mediating role in the relationship between AI awareness and digital innovativeness. Employees’ approach tendency moderated this relationship by attenuating the positive effect of AI awareness on resistance to change, thereby mitigating the negative indirect effect of AI awareness on digital innovativeness through resistance to change. From a micro-level perspective, this study reveals the negative impact of AI implementation in organizations on employee innovativeness. It also highlights the need for timely technical support and psychological counseling for employees during digital transformation.

Keywords: artificial intelligence awareness; resistance to change; approach tendency; digital innovativeness (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:15:y:2025:i:3:p:21582440251379337

DOI: 10.1177/21582440251379337

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