Prospective Role of Chatgpt to Support Management Research in Terms of Proposing a Conceptual Framework and Investigating Factors Influencing Using a Structural Equation Model Approach Based on Smart PLS-SEM Analysis

Abstract

Purpose: The article discusses the current relevance of artificial intelligence (AI) in research and how AI improves various research methods. And aims to analyze the factors that affect the performance of Supporting Management Research. The Factors of effect are derivatives of the philosophy of artificial intelligence (GPT). This research makes a significant contribution to the existing body of literature, and the author proposes a valuable theoretical framework. This article focuses on practical systematic literature reviews to provide a guideline for employing AI in supporting management research.

Design/methodology/approach – Researchers no longer require technical skills to use AI in their research. The recent discussion about using Chat Generative Pre-Trained Transformer (ChatGPT), a chatbot by OpenAI, has reached the academic world and fueled heated debates about the future of academic research. Nevertheless, according to the researchers and the previous study, AI will not replace our job; a human being using AI will. A quantitative approach (survey questionnaire) was selected for this research. The Data Collection It was utilized to collect research data on responses from three different Malaysian Universities. The sampling size was collecting 105 academic staff, Utilizing Partial Least Squares Structural Equation Modeling, by using Smart (PLS-SEM) software an analysis data academic. This research makes a significant contribution to the existing body of literature by proposing a theoretical framework. This study endeavors utilization of guidelines for the use of AI in the scientific research process. And evaluate the impact of various factors, role, on the performance of Supporting Management Research.

Findings: The main result is guidelines for the use of AI in the scientific research process. The guidelines were developed for the literature review case. The findings demonstrate that the proposed model corresponds with the characteristics of the data and the research variables. An examination of the impact of these factors on Supporting Management Research can assist Malaysian Universities in avoiding or reducing risks and costs and obtaining advantageous management research. A summation of the study outcomes revealed that hypotheses H1, H2, H3, and H4 were affirmed and significant. The results of the hypotheses are significant.

Originality/value – AI already has the potential to make researchers’ work faster, more reliable, and more convenient. The authors highlight the advantages and limitations of AI in the current time, which should be present in any research utilizing AI. The further analysis of the outcomes of the research demonstrated that the hypotheses H1, H2, H3, and H4 were all statistically significant and had positive findings. The most substantial disadvantages lie in the architecture of current general-purpose models, which understanding is essential for using them in research.