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This study explores the factors influencing the adoption of generative AI (GAI) in supply chain management by integrating task-technology fit (TTF) and the theory of planned behavior (TPB). Survey data from 224 supply chain professionals in China were analyzed using structural equation modeling. Results show that task requirements and GAI’s technical capabilities significantly affect TTF, which influences attitudes toward GAI. However, TTF alone does not directly drive behavioral intentions, indicating that factors like user interface complexity and organizational support also matter. Subjective norms affect attitudes but not behavioral intentions, underscoring the stronger role of individual perception. Mediation analysis reveals that attitudes fully mediate the effects of TTF and subjective norms on behavioral intention. These findings highlight the need for organizations to enhance TTF and consider both individual and contextual factors to foster GAI adoption in supply chain settings.
Chen et al. (Thu,) studied this question.