Self-enhancement or self-protection? How artificial intelligence awareness shapes taking charge behavior

Purpose Drawing on self-enhancement and self-protection theory, this study aims to examine how artificial intelligence awareness (AIA) shapes hotel employees’ taking charge behavior (TCB), as well as the mediating effects of self-enhancement motivation (SEM) and self-protection motivation (SPM) and the moderating role of locus of control (LOC). Design/methodology/approach Using two-wave survey data from 428 hotel employees and their direct supervisors in China, hierarchical regression and bootstrapping procedures were used for data analysis. Findings AIA had a positive indirect effect on TCB through SEM and a negative indirect effect through SPM. LOC positively moderates the relationship between AIA and SEM and negatively moderates the relationship between AIA and SPM. Moreover, LOC significantly moderates the indirect effects of AIA on TCB via SEM and SPM. Practical implications Hotel managers should address employees’ motivational responses to AIA by enhancing SEM and reducing SPM through tracking artificial intelligence (AI) capability development and alleviating social comparison pressure in AI use. They should also tailor support to employees’ LOC and strengthen internal control beliefs. Originality/value By revealing two motivational mechanisms and highlighting the boundary role of LOC, this study extends research on employees’ TCB in the context of AI-driven technological change.