Explaining women entrepreneurs’ social mobility through generative AI adoption: A TAM and social capital perspective with digital literacy as mediator and cultural norms as moderator

Dr. Farhan Zeb Khaskhelly; Abdul Sattar Memon; Dr. Maria Shaikh; Shayan Qayoom Siddiqui

doi:10.71085/sss.05.02.511

Authors

Dr. Farhan Zeb Khaskhelly Assistant Professor, Institute of Business Administration, University of Sindh Jamshoro, Pakistan
Abdul Sattar Memon Cambridge O Levels Business and Accounts Teacher, Foundation Public School, Hyderabad, Pakistan.
Dr. Maria Shaikh Associate Professor, Institute of Business Administration, University of Sindh Jamshoro, Pakistan.
Shayan Qayoom Siddiqui Lecturer, Department of Social Sciences, Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology (SZABIST) University. Hyderabad Campus, Pakistan.

DOI:

https://doi.org/10.71085/sss.05.02.511

Keywords:

Generative AI Adoption, Women Entrepreneurs, Social Mobility, Digital Literacy, Cultural Norms,, PLS-SEM, Technology Acceptance Model, Social Capital Theory

Abstract

This paper investigates how social mobility of female entrepreneurs will be affected by the adoption of generative AI, with the mediation of digital literacy and the moderation of cultural norms. Based on Technology Acceptance Model and Social Capital Theory, quantitative survey was carried out on a sample of 139 women entrepreneurs of District Hyderabad and Shaheed Benazirabad. PLS-SEM was used to analyze data to test direct, mediating and moderating relationships. The findings indicate that the use of generative AI has a profound impact on social mobility, both directly and indirectly, via digital literacy. These relationships are adversely moderated by cultural norms, which imply a contextual constraint. The research indicates the significance of digital capabilities and accommodating conditions to maximize the benefits of AI on the empowerment and socioeconomic development of women entrepreneurs.