Causal Relationship Model of Artificial Intelligence on Marketing Mix and Preparedness of Small and Medium Enterprises in Bangkok Metropolitan Area
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Abstract
The objective of this research was to understand the influence of technological, organizational and environmental (TOE) contexts in the adoption of AI in SMEs located in the Bangkok Metropolitan Area, where maximum businesses are concentrated. For this, the data was collected from 320 respondents employed in different SMEs. To facilitate this study, a structure with several variables, namely dependent (preparedness of SME), independent (technological, organizational and environmental) and mediating variable (marketing mix) was developed. PLS-SEM (Partial Least Squares Structural Equation Modeling) was utilized to explain the proposed hypothesis. It was revealed that the technological, organizational and environmental contexts were important in terms of adoption at leadership and individual level and overall openness to embrace technologies were effective in the adoption of AI in SMEs. Further, the mediating role of marketing mix indicates that use of AI-tools in the marketing strategy will support the adoption of AI. The study implies that the probability of adoption of AI in SMEs will be benefitted by a positive attitude towards the technology adoption, at organizational, individual, and leadership level adoption and system openness. The study has practical implications; it can be posited that Thai SMEs can effectively use AI to grow and operate multitude of activities in a smooth fashion in the competitive scenario where large and international firms have already started harnessing the benefits of AI. Additionally, in the current Covid-19 pandemic scenario, AI tools can allow remote access to services. Furthermore, the performance level of SME in the post adoption stage also needs exploration through future research works.
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