| 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. |
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