Conceptual Development of Artificial Intelligence Acceptance Among Employees of Open and Distance Learning Higher Education Institutions in Malaysia
DOI:
https://doi.org/10.65150/EP-jmrr/V2E8/2026-08Keywords:
acceptance of artificial intelligence, Technology Acceptance Model, open and distance learning, Malaysia, organisational supportAbstract
Institutional employees are at the heart of organisational transformation through the integration of artificial intelligence (AI) in higher education systems. Malaysia's digitalisation transformation is driven by national imperatives, yet the workforce in Open and Distance Learning (ODL) higher education institutions, particularly administrative, technical and support staff, remains insufficiently explored in AI acceptance research. This conceptual paper addresses this gap by proposing an integrated framework grounded in the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). The model conceptualises Perceived Usefulness, Perceived Ease of Use, Attitude Toward AI and Organisational Support as antecedents of Intention to Accept AI, which in turn influences AI Acceptance. Theoretical propositions are developed to guide a quantitative empirical agenda. The paper contributes a contextually grounded model specific to the Malaysian ODL environment and identifies key research gaps and implications for theory, future research, and institutional practice.
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Copyright (c) 2026 Intan Shuhada Mohd Alwi, Zahir Osman, Nazruzila Razniza Mohd Nadzri (Author)
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