The Impact of Digital Leadership, Artificial Intelligence Literacy, and Task–Technology Fit on Performance Orientation in the Thai Digital Service and Software Industry

Abstract

This This research aims to examine the impact of digital leadership, artificial intelligence literacy, and task–technology fit on performance orientation in the Thai digital service and software industry. This study employed a quantitative research approach. The sample consisted of 400 executives, managers, and entrepreneurs in digital service and software businesses in Thailand. A questionnaire was used as the research instrument. The research hypotheses were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that digital leadership has a significant positive effect on artificial intelligence literacy (β = 0.8665, p < 0.001) and task–technology fit (β = 0.8258, p < 0.001). At the same time, artificial intelligence literacy (β = 0.3056, p < 0.05) and task–technology fit (β = 0.4809, p < 0.001) have positive effects on organisational performance orientation. However, digital leadership does not have a direct effect on performance orientation (β = 0.1668, p > 0.05). Instead, it has a significant indirect effect (β = 0.6619, p < 0.001) and a high total effect (β = 0.8287, p < 0.001). The results indicate that artificial intelligence literacy and task–technology fit act as full mediators. These findings suggest that digital leadership can enhance organisational performance by developing employees’ artificial intelligence capabilities and by aligning technology with job requirements in the Thai digital service and software industry.