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

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  • Lei Ren
  • Xiaobin Zhang
  • Hui Duan
  • Na Liu

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.

Suggested Citation

  • Lei Ren & Xiaobin Zhang & Hui Duan & Na Liu, 2025. "Understanding Artificial Intelligence Awareness and Digital Innovativeness: A Moderated-Mediation Model," SAGE Open, , vol. 15(3), pages 21582440251, September.
    • Handle: RePEc:sae:sagope:v:15:y:2025:i:3:p:21582440251379337
    DOI: 10.1177/21582440251379337
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