Perceived Usefulness (PU) and Awareness in Influencing Attitude of Project Managers to Adopt AI Technologies in The Electronic Manufacturing Industry

Abstract

This study investigates the factors that affect project managers' intentions to use artificial intelligence (AI) technology in Malaysia's Electronics Manufacturing Services (EMS) sector. The study, which is based on the Technology Acceptance Model (TAM), looks at how project managers' attitudes on the adoption of AI are influenced by perceived usefulness and awareness. A structured survey was used to gather data from 291 project managers using a non-probability critical case sampling technique. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to examine the data. The results support the central tenet of TAM by confirming Perceived Usefulness as a strong, positive driver of a favorable adoption attitude. The findings, however, show that broad awareness of AI does not statistically affect attitude, indicating that adoption decisions in a technologically advanced industry like EMS are motivated more by a strategic evaluation of practical utility than by fundamental knowledge. By prioritizing role-specific benefits and measurable project outcomes over general awareness efforts, the study adds to the body of knowledge on technology adoption in high-stakes manufacturing environments and offers useful insights for firms looking to speed AI integration.