The mediating role of organizational and environmental context in the adoption intention of artificial intelligence: a higher-order double mediation analysis
Abstract: This study examines how organizational context (OC) and environmental con-text (EC) affect the relationship between technological context (TC) and the intention to adopt artificial intelligence (AI) among firms in an emerging economy. Drawing on the Technology-Organization-Environment (TOE) model and the Diffusion of Innovation (DOI) theory, and using survey data from 302 Colombian companies, the study finds that technological compatibility and relative advantage (TC) have no direct relationship with AI adoption intention, suggesting that technology alone does not drive adoption; instead, its effect is mediated by environmental and organizational context. The significant sequential mediation TC>EC>OC>AI supports the notion that environmental strategies influence organizational strategies, and that prioritizing this alignment in the technological trans-formation of firms can boost the adoption of innovations.