Understanding the Role of Trust, Perceived Risk, and Habit in Organization Members' Generative AI Use

The rapid advancement of generative artificial intelligence (AI) presents organizations with unique opportunities and challenges. While companies are increasingly adopting this technology to enhance productivity and gain a competitive edge, understanding the key factors influencing organization members' use of generative AI remains critical. This study investigates the determinants of generative AI usage within organizations, focusing on the interplay of trust, perceived risk, and habit. This study addresses this gap by examining how organization members' perceptions of trust and risk associated with generative AI influence their usage decisions. Furthermore, it clarifies the role of generative AI usage habit in organization members' usage decisions. The research model was tested using data collected from 214 organization members, and partial least squares (PLS) was utilized for the analysis. While trust in generative AI did not significantly affect generative AI use, perceived risk was found to negatively affect both generative AI use and trust. This study confirmed the significant role of habit in facilitating organization members' use of generative AI. The findings of this study provide several theoretical and practical implications that encourage organization members' use of generative AI by inducing positive experiences and repeated use of the technology.