Purpose This study aims to examine how generative artificial intelligence (Gen AI)-based knowledge acquisition and learning engagement relate to business executives’ valence for using Gen AI. Design/methodology/approach Based on expectancy-value theory and Vroom’s theory of motivation, this study developed a theoretical model to analyze how performance expectancy and instrumentality of Gen AI relate to business executives’ knowledge acquisition and learning engagement, which further influences their Gen AI valence. Motivation acts as a moderating variable to evaluate how business executives’ motivation and competence in utilizing Gen AI enhance their knowledge and learning abilities, complementing their valence for Gen AI. Findings The results indicate a positive relationship between performance expectancy and the instrumentality of Gen AI regarding business executives’ knowledge acquisition and learning engagement, which positively correlates with their outcome valence of Gen AI. Originality/value The results indicate a positive relationship between performance expectancy and the instrumentality of Gen AI regarding business executives’ knowledge acquisition and learning engagement, which positively correlates with their outcome valence of Gen AI.
Jiang et al. (Fri,) studied this question.