Factors Influencing Adoption Intention of Ai-Powered Writing Tools Among Office Workers in Thailand

Abstract

As artificial intelligence (AI) tools continue to transform workplace practices, their integration into knowledge-based tasks, particularly writing, has gained substantial interest. This study investigates the factors influencing adoption intention of AI-powered writing tools among office workers in Thailand. This research draws upon the Unified Theory of Acceptance and Use of Technology (UTAUT), as well as incorporating additional constructs of attitude toward adoption and perceived risk. A quantitative research design was employed using structured questionnaires distributed among Thai office employees. Statistical analysis confirmed that performance expectancy and effort expectancy significantly and positively influence attitude toward adoption, which in turn significantly predicts adoption intention. Additionally, social influence and facilitating conditions demonstrated direct positive effects on adoption intention, while perceived risk exhibited a significant negative impact. These findings are consistent with previous studies and support the relevance of both technological enablers and psychological barriers in shaping user acceptance of AI tools. The results provide practical implications for managers and policymakers aiming to promote AI adoption in the workplace.