Investigating the Impact of Artificial Intelligence Utilization on Employees’ Innovative Behavior: The Mediating Roles of Creative Self-Efficacy and STARA Awareness and the Moderating Role of Organizational AI Readiness

Document Type : Original Article

Authors

1 Department of Economics, Payam Noor University, Tehran, Iran

2 Assistant Professor, Department of Economic, Payam Noor University, Tehran, Iran

3 Master of Department of Management, Payam Noor University, Tehran, Iran

10.22098/cpa.2025.18041.1087

Abstract

Context and Purpose: The present research was conducted with the intelligence (AI) utilization on the innovative behavior of employees in the Khorramshahr Department of Education. The mediating roles of creative self-efficacy and STARA awareness, along with the moderating role of organizational AI readiness, were examined.
Methodology: The research is applied in terms of purpose and descriptive-correlational in terms of method. The statistical population consisted of 384 educational staff members in Khorramshahr, selected through random sampling. Data were collected using standardized questionnaires and analyzed using SPSS and SmartPLS software.
Findings: Results revealed that AI assistants have a positive and significant effect on employees’ innovative behavior. Creative self-efficacy acts as a positive mediator, while STARA awareness serves as a negative mediator in this relationship. Moreover, organizational AI readiness significantly moderates the strength of these effects.
Conclusion: Strategic use of AI technologies, when accompanied by enhanced creative self-efficacy and reduced STARA-related concerns, can effectively promote innovative behavior among educational staff. Organizational readiness plays a crucial role in the successful implementation of AI and should be prioritized in educational policy and planning.

Keywords

Comparative Studies in Public Administration
Volume 3, Issue 3
December 2025

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History

  • Receive Date: 11 August 2025
  • Revise Date: 12 October 2025
  • Accept Date: 13 October 2025

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