The Moderating Role of Artificial Intelligence Tools between Organizational Culture and Innovative Work Behavior
DOI:
https://doi.org/10.24086/cuejhss.v10n1y2026.pp110-119Keywords:
Academic staff, Artificial intelligence, Innovative work behaviour, Organizational cultureAbstract
This study aims to analyze the interlink of organizational culture with innovative work behavior (IWB) among academic staff in private universities in Erbil, Kurdistan Region of Iraq, and the moderating role of artificial intelligence (AI). This study adopted a quantitative, cross-sectional survey design, and data were collected from 201 academic staff in private universities in Erbil, Kurdistan region of Iraq. A structured questionnaire was used, and responses were analyzed using Statistical Package for the Social Sciences version 27. Descriptive statistics, reliability analysis, correlation, and regression techniques were used, whereas moderation analysis was performed using Hayes’ Process Macro. The findings show that creative work practices among university instructors are favorably correlated with organizational culture. In addition, there is a strong link between AI and IWB practices, which might promote academic innovation. Furthermore, the results confirm that AI does moderate the association between IWB and organizational culture, with high levels of AI use strengthening this support.
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