Generative AI – a transformative tool for Cambodian communication professionals?

Sammanfattning

The emergence of Generative Artificial Intelligence (AI) promises a significant transformation of communication practices. Given the surging global interest in Generative AI among communication professionals, particularly considering its potential economic benefits for developing nations like Cambodia, this study investigated the key factors influencing Cambodian communication professionals' acceptance of Generative AI in their work. Derived from the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) and previous studies, six factors emerged as determinants of Generative AI acceptance: performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, and price value. A quantitative online survey method was conducted with 150 Cambodian communication professionals to examine the six determined factors. The results indicated that hedonic motivation exerts the most influence on users’ intention to use Generative AI, followed by performance expectation. On the contrary, Effort Expectancy, Social Influence, Facilitating Condition and Price Value did not significantly impact the behaviour intention. Importantly, the survey respondents expressed positive intention towards adopting Generative AI, highlighting their enjoyment in using the technology and their perception of its utility in improving productivity and task completion.