Social influence and intention to use AI: the role of personal innovativeness and perceived trust using the parallel mediation model

The crucial role of automation and artificial intelligence (AI) is impacting traditional hiring and recruiting procedures. AI is one of the most notable trends from 2021. The goal of this study was to investigate the effect of social influence on the usage intention of the AI-based job application process using personal innovativeness and perceived trust as mediating variables. A descriptive cross-sectional online survey with 440 students from various South Indian universities revealed that social influence (SI) has a significant direct positive effect on the intention to use the AI-enabled job (IUAI) application process, and social influence has a significant direct positive effect on personal innovativeness (PI). Personal innovativeness has a significant direct positive effect on the intention to use the AI-enabled job application process. Social influence has a significant direct positive effect on perceived trust (PT), and perceived trust has a significant direct positive effect on the intention to use the AI-enabled job application process. The study also disclosed that personal innovativeness and perceived trust partially mediate social influence and the intention to use AI. It is proposed that various recruitment agencies incorporate the job application process using artificial intelligence for a smooth and effective recruitment process for the immense benefit of the stakeholders. Longitudinal research could also provide a more profound and generalised knowledge of using the AI-enabled job application process. The originality of the study opens a new and novel area for researchers, shedding light on job seekers’ perceptions of the AI-assisted job application process. It expands knowledge on how social persuasion, perceived trust, and personal innovativeness influence the likelihood of job seekers applying for jobs. The limitations of the study, implications for future research, and recommendations are also discussed.