Short answer

Focus on clearly articulating and demonstrating the tangible benefits and practical advantages of AI technologies to foster widespread adoption in the construction industry, while being mindful of cultural nuances in promoting user confidence and peer endorsement.

Field: Innovation & Markets
Source: Buildings (2023)
Method: Quantitative research using structural equation modeling (SEM) based on the Technology Acceptance Model (TAM).
Sample: The abstract does not specify the exact sample size, but it involved workers from construction-related companies in South Korea and the UK.
Evidence: Strong effect

The perceived usefulness of AI technologies is a primary driver for adoption among construction professionals in both South Korea and the UK, indicating a universal benefit that transcends cultural differences. This innovation & markets research insight is drawn from a 2023 study published in Buildings. Using Quantitative research using structural equation modeling (sem) based on the technology acceptance model (tam). with The abstract does not specify the exact sample size, but it involved workers from construction-related companies in South Korea and the UK., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Focus on clearly articulating and demonstrating the tangible benefits and practical advantages of AI technologies to foster widespread adoption in the construction industry, while being mindful of cultural nuances in promoting user confidence and peer endorsement.

Study

Innovation & MarketsRecentStrong effect

Perceived Usefulness Drives AI Adoption in Construction Across Cultures

Buildings · 2023

Key Findings

01Perceived usefulness positively impacts technological satisfaction and usage intention for AI technologies in both South Korea and the UK.
02Personal competence and social influence show significant cross-cultural differences in their impact on AI adoption.
03In South Korea, personal competence positively influences perceived ease of use.
04In the UK, personal competence positively influences perceived usefulness and perceived ease of use.

Application

Design takeaway

How to apply

When developing or marketing AI-driven tools for the construction sector, emphasize case studies and data that clearly illustrate improved productivity, cost savings, or enhanced safety. Tailor communication about user training and support to address potential cultural differences in how individuals perceive their own technical capabilities and the influence of their colleagues.

Project actions

01When researching new technologies, consider how their perceived benefits might differ across user groups or cultures.
02If your design project involves technology adoption, think about how to communicate its usefulness effectively to potential users.

Method & Evidence

AimTo investigate the factors influencing the adoption intention of AI-based technologies among construction industry workers in South Korea and the United Kingdom, considering cross-cultural differences.

MethodQuantitative research using structural equation modeling (SEM) based on the Technology Acceptance Model (TAM).

ProcedureSurvey data was collected from construction industry workers in South Korea and the UK regarding their perceptions of AI technologies, including perceived usefulness, perceived ease of use, personal competence, and social influence. These factors were then analyzed using SEM to determine their impact on technology satisfaction and usage intention.

SampleThe abstract does not specify the exact sample size, but it involved workers from construction-related companies in South Korea and the UK.

ContextConstruction industry, technology adoption, artificial intelligence, cross-cultural comparison.

Variables

IV["Perceived Usefulness","Perceived Ease of Use","Personal Competence","Social Influence"]

DV["Technological Satisfaction","Usage Intention"]

CV["Industry (Construction)","Technology Type (AI-based)","National Culture (South Korea vs. UK)"]

Strengths & Limitations

Strengths

+Employs a robust quantitative methodology (SEM) to analyze complex relationships.
+Provides a valuable cross-cultural perspective on technology adoption within a specific industry.

Limitations

The study's findings are specific to the construction industry and two particular countries. The results might not apply to other industries or different cultural settings. The specific AI technologies examined are not detailed, which could limit the generalizability.

Reliability & validity

The study likely established reliability and validity through standard SEM procedures, such as Cronbach's alpha for internal consistency and confirmatory factor analysis for construct validity. The use of established TAM constructs also lends to construct validity.

Think critically

Given that perceived usefulness is a universal driver, how can designers ensure that the 'usefulness' of their AI solutions is clearly and effectively communicated to diverse user groups, especially when cultural interpretations of 'benefit' might differ?

Design Principles

"Technology adoption is significantly influenced by perceived benefits, with cultural factors modulating the pathways through which user confidence and social dynamics impact acceptance."

Understanding the core motivators for technology adoption is crucial for successful product development and market penetration. This insight highlights that focusing on demonstrating tangible benefits and efficiencies of AI tools can resonate with a broad international audience within the construction sector.

What This Means for Your Design

People are more likely to use new AI tools at work if they think those tools will actually help them do their jobs better. This is true for construction workers in both South Korea and the UK. However, how much people trust their own skills and what their friends or colleagues think about the AI can affect their decision differently depending on the country.

How to use in your project

1.Use this research to justify why focusing on perceived usefulness is a key strategy when designing and testing a new technology for a specific market.
2.Cite this study when discussing how cultural factors might influence the success of a new product or system.

Add to My Project

Quick Cite

Paragraph starter

Research indicates that the perceived usefulness of AI technologies is a significant factor influencing adoption intentions within the construction industry, consistently observed across different national contexts such as South Korea and the United Kingdom. While perceived usefulness acts as a universal driver, the influence of personal competence and social factors on technology acceptance can vary culturally, suggesting that design and marketing strategies should highlight tangible benefits while adapting to local user perceptions and social dynamics.

Source

Buildings

Artificial Intelligence (AI)-Based Technology Adoption in the Construction Industry: A Cross National Perspective Using the Technology Acceptance Model

journal · 2023

View source

Questions About This Research

What does the research say about perceived usefulness drives ai adoption in construction across cultures?: Focus on clearly articulating and demonstrating the tangible benefits and practical advantages of AI technologies to foster widespread adoption in the construction industry, while being mindful of cultural nuances in promoting user confidence and peer endorsement. Evidence: Buildings (2023).
Why does "Perceived Usefulness Drives AI Adoption in Construction Across Cultures" matter for design?: Understanding the core motivators for technology adoption is crucial for successful product development and market penetration. This insight highlights that focusing on demonstrating tangible benefits and efficiencies of AI tools can resonate with a broad international audience within the construction sector.
How can designers apply this research?: Focus on clearly articulating and demonstrating the tangible benefits and practical advantages of AI technologies to foster widespread adoption in the construction industry, while being mindful of cultural nuances in promoting user confidence and peer endorsement.
What were the main findings?: Perceived usefulness positively impacts technological satisfaction and usage intention for AI technologies in both South Korea and the UK.. Personal competence and social influence show significant cross-cultural differences in their impact on AI adoption.. In South Korea, personal competence positively influences perceived ease of use.. In the UK, personal competence positively influences perceived usefulness and perceived ease of use.
What research method was used?: Quantitative research using structural equation modeling (SEM) based on the Technology Acceptance Model (TAM). with The abstract does not specify the exact sample size, but it involved workers from construction-related companies in South Korea and the UK..
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2023 journal from Buildings.
What should I do differently in my next project?: When developing or marketing AI-driven tools for the construction sector, emphasize case studies and data that clearly illustrate improved productivity, cost savings, or enhanced safety. Tailor communication about user training and support to address potential cultural differences in how individuals perceive their own technical capabilities and the influence of their colleagues.
What are the limitations?: The study focuses on only two countries (South Korea and the UK), which may not represent the full spectrum of cultural influences on AI adoption globally. The specific AI technologies considered are not detailed.