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AI Adoption and Innovative Behavioral Strategies Leading to Performance Through Innovative Work Behaviors of Support Staff in Higher Educational Institutions

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AI Adoption and Innovative Behavioral Strategies Leading to Performance Through Innovative Work Behaviors of Support Staff in Higher Educational Institutions

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Collection	RMUTK Research Repository (RMUTK IR) วารสารวิชาการ — e-Journal Articles
ID RMUTK Digital	RMUTK000057
Title	AI Adoption and Innovative Behavioral Strategies Leading to Performance Through Innovative Work Behaviors of Support Staff in Higher Educational Institutions
Alternative title	AI Adoption and Innovative Behavioral Strategies Leading to Performance Through Innovative Work Behaviors of Support Staff in Higher Educational Institutions
Authors	ผศ.พิทักษ์ ทบจันทร์ Corresponding ดร.กฤษดา เชียรวัฒนสุข (มหาวิทยาลัยเทคโนโลยีราชมงคลธัญบุรี) ผู้แต่งหลัก
Faculty	คณะบริหารธุรกิจ
Journal Title	AU-GSB e-Journal
ISSN	2773-868X
Volume / Issue / Pages	Vol.18 \| No.4 \| pp.284-294
Published	2025-12-12
Year	2568
Level	ระดับชาติ (TCI) TCI กลุ่ม 1
DOI	https://doi.org/10.14456/augsbejr.2025.102
Abstract	-
Abstract (EN)	At a time when AI has become an integral part of everyday life, it serves as an important tool to promote innovation in the workplace and increase work efficiency. Purpose: The aim of this study is to investigate the impact of the adoption of AI, innovative behavioral strategies and innovative work behaviors on the job performance of support staff in higher education institutions. In addition, the role of innovative work behavior as a mediating variable between AI adoption, innovative behavioral strategies and job performance is investigated. Research design, data, and methodology: A sample of 422 support staff from higher education institutions in Bangkok and surrounding areas was used for the study. The data was collected using questionnaires and analyzed using Structural Equation Modeling (SEM). Results: The results show that AI adoption and innovative work behavior have a significant positive impact on job performance. Furthermore, innovative work behavior is a mediating factor between AI adoption and innovative behavioral strategies concerning job performance. Conclusions: The results suggest that AI adoption alone is not sufficient to enhance job performance. Instead, promoting innovative work behavior through innovative behavioral strategies, AI ethics guidelines and the development of adaptive job performance can enable support staff to work more efficiently and actively contribute to educational innovation in higher education institutions.
Keywords (TH)	-
Keywords (EN)	AI Adoption Innovative Behavioral Strategies Innovative Work Behavior Job Performance
Access Level	Open Access (เปิดสาธารณะ)

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https://assumptionjournal.au.edu/index.php/AU-GSB/article/view/9264

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