Exploring technology, organization and environmental factors driving firms generative AI adoption intention: the moderating role of trans-parasocial relation

Purpose This paper aims to determine how technological, organizational and environmental factors affect the intention to adopt generative artificial intelligence (Gen-AI) in the financial services industry. Design/methodology/approach A conceptual model based on the technology-organization-environment framework and the resource-based view theory is proposed and empirically tested, using survey data collected from 188 managers of Chinese financial firms. Findings The results show that the model’s technological (learnability, error), organizational (organizational innovation capability, organization learning orientation) and environmental (competitive pressure) factors have a significant positive impact on the intention to adopt Gen-AI. In addition, trans-parasocial relation is a moderating variable in these relationships. Originality/value The results offer valuable insights for providers and managers of Gen-AI technology in the retail company sector, to help establish more effective procedures to facilitate the successful adoption of Gen-AI technology.