THE MODERATING ROLE OF GENERAL ATTITUDE TOWARDS ARTIFICIAL INTELLIGENCE IN THE IMPACT OF DIGITAL TRANSFORMATION ON EMPLOYEE SATISFACTION
Ayşe Meriç Yazıcı
Filiz Sivaslıoğlu
Abstract
This study focuses on understanding the effects of digital transformation processes in the business world on employee satisfaction. The purpose of this study is to determine whether the general attitude towards artificial intelligence plays a moderating role in the effect of digital transformation on employee satisfaction. At the same time, the study was also reinforced and elaborated with demographic questions directed to the employees. The population of the study consists of private enterprises operating in the retail sector in Istanbul. The sample is the decision-making white – collar (N= 522) current employees working in these retail sectors. SPSS 24.0 statistical package programe was used to analyze the data. Normality test was performed to determine whether the data set was suitable for parametric tests. Kurtosis and skewness values were used to evaluate normality. Pearson correlation analysis was performed to determine the direction and severity of the relationship between the variables. Moderating analysis was performed to determine how the relationship between an independent variable and a dependent variable is affectedy a third variable. According to the results obtained from the study, there are quite high and significant correlations between digital transformation and other variables in the correlation analysis. According to the moderating effect analysis, it was observed that the general attitude towards artificial intelligence did not moderate the effect of digital transformation on the variables. In demographic variables, significant differences are observed in all variables and sub-dimensions.
Keywords: Digital transformation, employee satisfaction, general attitude towards artificial intelligence
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