IDEAS home Printed from https://ideas.repec.org/a/eee/teinso/v75y2023ics0160791x23002087.html

Drivers of generative artificial intelligence to fostering exploitative and exploratory innovation: A TOE framework

Author

Listed:
  • wael AL-khatib, Ayman

Abstract

This research work aims to investigate the antecedents of generative artificial intelligence (GEN-AI) adoption, and exploratory and exploitative innovation. A conceptual model based on the technology-organization-environment (TOE) framework is proposed and tested empirically using online survey-based data collected from 260 managers and administrative employees located in the Jordanian retailing industry. To achieve the objectives of this work a covariance-based- structural equation modelling (CB-SEM) was employed. The results indicate that relative advantage, top management support, organizational readiness, and customer pressures positively influence GEN-AI adoption. The empirical results demonstrated that the influence of compatibility and competitive pressures on GEN-AI adoption are insignificant. It was found that complexity negatively influence of GEN-AI adoption, also the findings confirm the positive impact of GEN-AI on both exploratory and exploitative innovation. The findings of the existing research would be valuable for GEN-AI technology providers, managers and top management in the retail firms sector in terms of building effective procedures to promote the successful adoption of GEN-AI technologies and innovation.

Suggested Citation

  • wael AL-khatib, Ayman, 2023. "Drivers of generative artificial intelligence to fostering exploitative and exploratory innovation: A TOE framework," Technology in Society, Elsevier, vol. 75(C).
    • Handle: RePEc:eee:teinso:v:75:y:2023:i:c:s0160791x23002087
    DOI: 10.1016/j.techsoc.2023.102403
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0160791X23002087
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.techsoc.2023.102403?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Hashimy, Loha & Geetika, Jain & Grifell-Tatje, Emili, 2023. "Determinants of Blockchain Adoption as Decentralized Business Model by Spanish Firms: – An Innovation Theory Perspective," MPRA Paper 119903, University Library of Munich, Germany.
    2. Nie, Xinyu & Yu, Mingchuan & Zhai, Yuming & Lin, Han, 2022. "Explorative and exploitative innovation: A perspective on CEO humility, narcissism, and market dynamism," Journal of Business Research, Elsevier, vol. 147(C), pages 71-81.
    3. James G. March, 1991. "Exploration and Exploitation in Organizational Learning," Organization Science, INFORMS, vol. 2(1), pages 71-87, February.
    4. Papanagnou, Christos & Seiler, Andreas & Spanaki, Konstantina & Papadopoulos, Thanos & Bourlakis, Michael, 2022. "Data-driven digital transformation for emergency situations: The case of the UK retail sector," International Journal of Production Economics, Elsevier, vol. 250(C).
    5. Loureiro, Sandra Maria Correia & Guerreiro, João & Tussyadiah, Iis, 2021. "Artificial intelligence in business: State of the art and future research agenda," Journal of Business Research, Elsevier, vol. 129(C), pages 911-926.
    6. Mustak, Mekhail & Salminen, Joni & Plé, Loïc & Wirtz, Jochen, 2021. "Artificial intelligence in marketing: Topic modeling, scientometric analysis, and research agenda," Journal of Business Research, Elsevier, vol. 124(C), pages 389-404.
    7. Al-Emran, Mostafa & Griffy-Brown, Charla, 2023. "The role of technology adoption in sustainable development: Overview, opportunities, challenges, and future research agendas," Technology in Society, Elsevier, vol. 73(C).
    8. Vincent Charles & Ali Emrouznejad & Tatiana Gherman, 2023. "A critical analysis of the integration of blockchain and artificial intelligence for supply chain," Annals of Operations Research, Springer, vol. 327(1), pages 7-47, August.
    9. Zhang, Zhengang & Luo, Taiye, 2020. "Network capital, exploitative and exploratory innovations——from the perspective of network dynamics," Technological Forecasting and Social Change, Elsevier, vol. 152(C).
    10. Farzaneh, Mandana & Wilden, Ralf & Afshari, Leila & Mehralian, Gholamhossein, 2022. "Dynamic capabilities and innovation ambidexterity: The roles of intellectual capital and innovation orientation," Journal of Business Research, Elsevier, vol. 148(C), pages 47-59.
    11. Al-Qaysi, Noor & Granić, Andrina & Al-Emran, Mostafa & Ramayah, T. & Garces, Edwin & Daim, Tugrul U., 2023. "Social media adoption in education: A systematic review of disciplines, applications, and influential factors," Technology in Society, Elsevier, vol. 73(C).
    12. Ana-Marija Stjepić & Mirjana Pejić Bach & Vesna Bosilj Vukšić, 2021. "Exploring Risks in the Adoption of Business Intelligence in SMEs Using the TOE Framework," JRFM, MDPI, vol. 14(2), pages 1-18, February.
    13. Ida Merete Enholm & Emmanouil Papagiannidis & Patrick Mikalef & John Krogstie, 2022. "Artificial Intelligence and Business Value: a Literature Review," Information Systems Frontiers, Springer, vol. 24(5), pages 1709-1734, October.
    14. Bahoo, Salman & Cucculelli, Marco & Qamar, Dawood, 2023. "Artificial intelligence and corporate innovation: A review and research agenda," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    15. Jarrahi, Mohammad Hossein & Askay, David & Eshraghi, Ali & Smith, Preston, 2023. "Artificial intelligence and knowledge management: A partnership between human and AI," Business Horizons, Elsevier, vol. 66(1), pages 87-99.
    16. Rahman, Muhammad Sabbir & Bag, Surajit & Gupta, Shivam & Sivarajah, Uthayasankar, 2023. "Technology readiness of B2B firms and AI-based customer relationship management capability for enhancing social sustainability performance," Journal of Business Research, Elsevier, vol. 156(C).
    17. Shahbaz Ali & Yongping Xie, 2021. "The impact of Industry 4.0 on organizational performance: the case of Pakistan's retail industry," European Journal of Management Studies, Emerald Group Publishing Limited, vol. 26(2/3), pages 63-86, September.
    18. Peres, Renana & Schreier, Martin & Schweidel, David & Sorescu, Alina, 2023. "On ChatGPT and beyond: How generative artificial intelligence may affect research, teaching, and practice," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 269-275.
    19. Mekhail Mustak & Joni Salminen & Loïc Plé & Jochen Wirtz, 2021. "Artificial intelligence in marketing: Topic modeling, scientometric analysis, and research agenda," Post-Print hal-03269994, HAL.
    20. Lutfi, Abdalwali & Alrawad, Mahmaod & Alsyouf, Adi & Almaiah, Mohammed Amin & Al-Khasawneh, Ahmad & Al-Khasawneh, Akif Lutfi & Alshira'h, Ahmad Farhan & Alshirah, Malek Hamed & Saad, Mohamed & Ibrahim, 2023. "Drivers and impact of big data analytic adoption in the retail industry: A quantitative investigation applying structural equation modeling," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    21. Satish Kumar & Weng Marc Lim & Uthayasankar Sivarajah & Jaspreet Kaur, 2023. "Artificial Intelligence and Blockchain Integration in Business: Trends from a Bibliometric-Content Analysis," Information Systems Frontiers, Springer, vol. 25(2), pages 871-896, April.
    22. Tseng, Fang-Mei & Liang, Ching-Wen & Nguyen, Ngoc B., 2023. "Blockchain technology adoption and business performance in large enterprises: A comparison of the United States and China," Technology in Society, Elsevier, vol. 73(C).
    23. Alok Raj & Anand Jeyaraj, 2023. "Antecedents and consequents of industry 4.0 adoption using technology, organization and environment (TOE) framework: A meta-analysis," Annals of Operations Research, Springer, vol. 322(1), pages 101-124, March.
    24. Abed, Salma S., 2020. "Social commerce adoption using TOE framework: An empirical investigation of Saudi Arabian SMEs," International Journal of Information Management, Elsevier, vol. 53(C).
    25. Mariani, Marcello M. & Machado, Isa & Nambisan, Satish, 2023. "Types of innovation and artificial intelligence: A systematic quantitative literature review and research agenda," Journal of Business Research, Elsevier, vol. 155(PB).
    26. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    27. Alsharida, Rawan A. & Al-rimy, Bander Ali Saleh & Al-Emran, Mostafa & Zainal, Anazida, 2023. "A systematic review of multi perspectives on human cybersecurity behavior," Technology in Society, Elsevier, vol. 73(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Al-khatib, Ayman wael & AL-Shboul, Moh'd Anwer & Khattab, Mais, 2024. "How can generative artificial intelligence improve digital supply chain performance in manufacturing firms? Analyzing the mediating role of innovation ambidexterity using hybrid analysis through CB-SEM and PLS-SEM," Technology in Society, Elsevier, vol. 78(C).
    2. Hoffmann, Stefan & Lasarov, Wassili & Dwivedi, Yogesh K., 2024. "AI-empowered scale development: Testing the potential of ChatGPT," Technological Forecasting and Social Change, Elsevier, vol. 205(C).
    3. Zhong, Qian & Zhang, Qun & Yang, Jingjing, 2025. "Can artificial intelligence empower energy enterprises to cope with climate policy uncertainty?," Energy Economics, Elsevier, vol. 141(C).
    4. An, Meng & Lin, Jiabao & Luo, Xin (Robert), 2024. "The impact of human AI skills on organizational innovation: The moderating role of digital organizational culture," Journal of Business Research, Elsevier, vol. 182(C).
    5. Rehman, Anisur & Behera, Rajat Kumar & Islam, Md Saiful & Elahi, Yasir Arafat & Abbasi, Faraz Ahmad & Imtiaz, Asma, 2024. "Drivers of metaverse adoption for enhancing marketing capabilities of retail SMEs," Technology in Society, Elsevier, vol. 79(C).
    6. Al-kahtib, Ayman & Alghababsheh, Mohammad & Khattab, Mais, 2025. "The role of organizational ambidexterity and frugal innovation in enhancing circular supply chains: The effect of artificial intelligence capabilities," Technological Forecasting and Social Change, Elsevier, vol. 210(C).
    7. Erika GRABOCKA & Ervisa NDOKA, 2025. "AI-driven innovation within the ICT sector," Smart Cities and Regional Development (SCRD) Journal, Smart-EDU Hub, Faculty of Public Administration, National University of Political Studies & Public Administration, vol. 9(1), pages 77-97, January.
    8. Ma, Dechao & Wu, Weiwei, 2024. "Does artificial intelligence drive technology convergence? Evidence from Chinese manufacturing companies," Technology in Society, Elsevier, vol. 79(C).
    9. Roy, Sanjit K. & Tehrani, Ali N. & Pandit, Ameet & Apostolidis, Chrysostomos & Ray, Subhasis, 2025. "AI-capable relationship marketing: Shaping the future of customer relationships," Journal of Business Research, Elsevier, vol. 192(C).
    10. Truong Thi Hue & Ta Huy Hung, 2025. "Impact of artificial intelligence on branding: a bibliometric review and future research directions," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-11, December.
    11. Wenkai Zhou & Chi Zhang & Linwan Wu & Meghana Shashidhar, 2023. "ChatGPT and marketing: Analyzing public discourse in early Twitter posts," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 693-706, December.
    12. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris & Jabeen, Fauzia, 2022. "Digital transformation of organization using AI-CRM: From microfoundational perspective with leadership support," Journal of Business Research, Elsevier, vol. 153(C), pages 46-58.
    13. Wang, Shaofeng & Zhang, Hao, 2025. "Generative artificial intelligence and internationalization green innovation: Roles of supply chain innovations and AI regulation for SMEs," Technology in Society, Elsevier, vol. 82(C).
    14. Jing Chen & Saeed Tajdini, 2025. "A moderated model of artificial intelligence adoption in firms and its effects on their performance," Information Technology and Management, Springer, vol. 26(3), pages 407-419, September.
    15. Liu, Shuai & Gao, Lihui & Chen, Mengzhu, 2025. "Artificial intelligence adoption and corporate financial risk," Finance Research Letters, Elsevier, vol. 85(PA).
    16. Haofen Xie & Yuankun Nie & Li Liu & Yang Chen, 2025. "Machine learning-based research of AI marketing: topic analysis and model construction," Future Business Journal, Springer, vol. 11(1), pages 1-23, December.
    17. Zhou, Zhikai & Liu, Dewen & Chen, Zhongjie & Pancho, Martin, 2025. "Government adoption of generative artificial intelligence and ambidextrous innovation," International Review of Economics & Finance, Elsevier, vol. 98(C).
    18. Huang, Bo & Laporte, Sandra & Sénécal, Sylvain & Sobol, Kamila, 2025. "Falling out with AI-buddies: The hidden costs of treating AI as a partner versus servant during service failure," Technological Forecasting and Social Change, Elsevier, vol. 219(C).
    19. Broekhuizen, Thijs & Dekker, Henri & de Faria, Pedro & Firk, Sebastian & Nguyen, Dinh Khoi & Sofka, Wolfgang, 2023. "AI for managing open innovation: Opportunities, challenges, and a research agenda," Journal of Business Research, Elsevier, vol. 167(C).
    20. Bin-Nashwan, Saeed Awadh & Li, Jackie Zhanbiao, 2025. "AI-infused knowledge and green intellectual capital: pathways to spur accounting performance drawn from RBV-KBV model and sustainability culture," Technology in Society, Elsevier, vol. 82(C).

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:teinso:v:75:y:2023:i:c:s0160791x23002087. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/technology-in-society .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.