Year: 2026 | Month: May | Volume: 13 | Issue: 5 | Pages: 661-678
DOI: https://doi.org/10.52403/ijrr.20260564
Long-term Orientation and Artificial Intelligence Adoption among Vietnamese Business Students Based on the Innovation Diffusion Theory: A Structural Equation Modelling Analysis
Thai Thanh Ha1, Le Dung Kien2
1Department of Business and Logistics, 2Department of Post-graduate Studies,
Hoa Binh University, Hanoi, Vietnam.
Corresponding Author: Thai Thanh Ha
ABSTRACT
This study presents a quantitative investigation of undergraduate business students in Hanoi, Vietnam to understand the relationship between Long-term Orientation (LTO) and AI adoption on the basis of innovation diffusion theory. A survey of 368 students of various business and management specializations was conducted via on-line Google Form. Structural Equation Modelling (SEM) analysis was used to test hypotheses related to conceptual framework. The SEM analysis results revealed mixed support across the seven hypothesised relationships, with uniformly path coefficients warranting both theoretical reflection and contextual explanation. Critically, the positive effect of Long-term Orientation (LTO) on Behavioral Intention advances a culturally sensitive extension of innovation diffusion theory, affirming that adoption behaviour in high LTO societies is meaningfully shaped by cultural value systems alongside, and arguably beyond, innovation characteristics alone.
Keywords: Long-term Orientation; AI adoption; Innovation Diffusion Theory, Students, Vietnam
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