AI_CRM

This research explores the role of technophobia and metathesiophobiaTechnophobia and metathesiophobia in adopting an AI-enabled customer relationship management system (AI-CRM) by extending the Unified Theory of Acceptance and Use of Technology (UTAUT) framework. Introducing AI technology into CRM systems enables sales organizations to analyze real-time sales data and gain valuable insights. However, adopting new technology involves psychological barriers such as fear and resistance to change. This research seeks to determine the effects of these phobias on the adoption of AI technology and the factors that affect them. The theoretical foundation is established by reviewing the existing literature, resulting in the development of hypotheses and a conceptual model. Data were collected through a questionnaire administered to sales executives at passenger car dealerships. The data were analyzed using partial least squares structural equation modeling (PLS-SEM) with the SmartPLS4 package. The results uncover and explain the relationships among technophobia, metathesiophobia, UTAUT constructs, and behavioral intention to adopt AI-CRM—additionally, the moderating effects of age and experience as moderators are examined. This study also investigates the relationships between technophobia and other constructs, revealing that technophobia positively influences performance expectancy, effort expectancy, and metathesiophobia. Furthermore, social influence and facilitating conditions positively impact technophobia.本研究拓展技术接受与使用统一理论（Unified Theory of Acceptance and Use of Technology，UTAUT）框架，探讨技术恐惧（technophobia）与惧变症（metathesiophobia）在人工智能赋能客户关系管理系统（AI-CRM）采纳过程中的作用。将人工智能技术引入客户关系管理系统，可帮助销售机构分析实时销售数据并获取极具价值的业务洞察。然而，新技术采纳往往伴随着心理层面的阻碍，如恐惧心理与变革抵触情绪。本研究旨在明确上述两类恐惧对人工智能技术采纳的影响，以及影响这些恐惧的相关因素。本研究通过梳理现有文献奠定理论基础，据此提出研究假设并构建概念模型。研究采用问卷调查法，向乘用车经销商的销售主管收集数据，并借助SmartPLS4软件包运用偏最小二乘结构方程模型（PLS-SEM）对数据进行分析。研究结果揭示并阐释了技术恐惧、惧变症、UTAUT各构念与AI-CRM采纳行为意向之间的关系；此外，本研究还检验了年龄与工作经验的调节效应。本研究同时探讨了技术恐惧与其他构念间的关系，发现技术恐惧对绩效期望、努力期望及惧变症均具有正向影响；此外，社会影响与促进条件对技术恐惧亦存在正向作用。