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¿INNOVACIÓN SIN RESISTENCIA? UN EXAMEN CRÍTICO DE LA APLICACIÓN DE LA TEORÍA DE LA RESISTENCIA A LA INNOVACIÓN AL CASO DE LA IA GENERATIVA CHATGPT
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La inteligencia artificial (IA) ha ganado una atención significativa desde el lanzamiento de ChatGPT en noviembre de 2022. Desde entonces, han proliferado las discusiones y publicaciones sobre sus diversas aplicaciones y beneficios. La literatura reciente sugiere que, aunque la tecnología se ha vuelto ampliamente accesible y ofrece numerosas ventajas, su tasa de adopción no ha estado completamente alineada con las expectativas iniciales. Por ello, es especialmente importante examinar los desafíos y barreras más relevantes en la adopción de la IA generativa. Este artículo emplea una investigación cuantitativa, consistente en una encuesta realizada a estudiantes de primer año de negocios. Se recibieron un total de 314 respuestas. Se utilizó un análisis multivariante para explorar nuestra pregunta central de investigación: ¿cómo se aplica la Teoría de la Resistencia a la Innovación (IRT, por sus siglas en inglés) a la adopción de ChatGPT entre futuros líderes empresariales? La IRT fue introducida en 1989 y, desde entonces, una considerable cantidad de investigaciones cuantitativas han confirmado la importancia de las barreras de uso, valor, tradición, riesgo e imagen en la adopción de diversas innovaciones. Nuestro estudio, centrado en miembros de la Generación Z, desafía y amplía la teoría. En particular, descubrimos que las barreras de valor y uso no eran empíricamente distinguibles, y que la barrera de imagen no resultó ser un factor significativo. Estos hallazgos sugieren desviaciones significativas de la IRT en el contexto de la Generación Z, ofreciendo nuevas perspectivas sobre cómo esta fuerza laboral emergente interactúa con tecnologías disruptivas como ChatGPT.
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