From Simulation to Idea Creation: Investigating the Effect of Artificial Intelligence on Employees’ Innovative Behavior with the Mediating Role of Organizational Attractiveness
Keywords:
artificial intelligence, employee innovative behavior, organizational attractivenessAbstract
The present study aimed to investigate the effect of artificial intelligence on employees’ innovative behavior with an emphasis on the mediating role of organizational attractiveness in the municipalities of western Mazandaran Province. This applied study employed a descriptive-survey design. The statistical population consisted of employees working in the municipalities of western Mazandaran Province. Based on Cochran’s formula, 205 participants were selected through proportional random sampling. Data were collected using standardized questionnaires measuring artificial intelligence, innovative work behavior, and organizational attractiveness. Construct validity was confirmed through confirmatory factor analysis, and reliability was verified using Cronbach’s alpha coefficients. Data analysis was conducted using SPSS and LISREL software through structural equation modeling. The findings revealed that artificial intelligence had a positive and significant effect on organizational attractiveness (β=0.76, t=14.14). Artificial intelligence also exerted a direct positive and significant effect on employees’ innovative behavior (β=0.19, t=2.16). Furthermore, organizational attractiveness positively and significantly influenced innovative behavior (β=0.44, t=5.10). The indirect effect of artificial intelligence on innovative behavior through organizational attractiveness was also significant (β=0.33, t=4.23), confirming the mediating role of organizational attractiveness. In addition, model fit indices demonstrated an acceptable fit for the proposed conceptual model. The results demonstrated that artificial intelligence not only directly enhances employees’ innovative behavior but also indirectly strengthens it through improving organizational attractiveness. The implementation of intelligent technologies creates a more engaging and supportive work environment, increases employees’ motivation and organizational attachment, and encourages them to participate in innovative activities. Therefore, service organizations, particularly municipalities, can enhance employees’ creativity and innovation capacity by investing in AI infrastructure and developing attractive organizational environments to achieve human-centered digital transformation.
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Copyright (c) 2025 Saber Faghih Abdollahi, Davood KiaKojour (Author)
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