THE INFLUENCE OF ARTIFICIAL INTELLIGENCE ADOPTION ON ENHANCING OPERATIONAL EFFICIENCY AND COMPETITIVE ADVANTAGE OF MICRO ONLINE BUSINESSES
DOI:
https://doi.org/10.14456/jburus.2026.4Keywords:
Influence, Artificial Intelligence, Operational Efficiency, Micro Online BusinessesAbstract
This research aimed to 1) examine the level of artificial intelligence adoption in content creation, customer service, and data analytics, and 2) analyze the influence of AI adoption on operational efficiency of micro online businesses in Thailand. A sample of 200 online business entrepreneurs was selected through convenience and snowball sampling. Data were collected using a validated online questionnaire and analyzed using descriptive statistics and multiple regression analysis. The findings revealed that entrepreneurs adopted AI at a high level overall ( = 3.77). Data analytics had the highest adoption level (
= 3.92), followed by customer service (
= 3.78) and content creation (
= 3.62). Multiple regression analysis indicated that all three dimensions of AI adoption could significantly predict operational efficiency at the .05 level, explaining 73.8% of the variance (R² = .738). Data analytics had the strongest influence on operational efficiency (β = 0.522), followed by customer service (β = 0.357) and content creation (β = 0.246). These findings indicate that AI-powered data analytics is the most critical factor for enhancing operational efficiency of micro online businesses.
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