IA como facilitadora de creatividad y bienestar en estudiantes de negocios: un enfoque multigrupo entre universidades públicas y privadas

Autores/as

DOI:

https://doi.org/10.5007/1518-2924.2025.e103485

Palabras clave:

Adopción de IA, Utilidad percibida, Creatividad, Felicidad, Educación universitaria

Resumen

Objetivo: Este artículo tiene como objetivo explorar el efecto de la adaptabilidad percibida, la utilidad percibida y la facilidad de uso de la IA en la creatividad y la felicidad (felicidad) de estudiantes de la carrera de negocios en universidades de México. Asymism busca analizar cómo estas relaciones pueden diferir entre estudiantes de universidades públicas y privadas, utilizando un enfoque multigrupal.

Método: Se adoptó un enfoque experimental cuantitativo, con un diseño transversal. La muestra estuvo compuesta por 270 estudiantes universitarios de carreras de negocios, distribuidos entre una universidad pública y una privada de México. La recopilación de datos se llevó a cabo a través de un cuestionario en línea, utilizando escalas previamente validadas para medir la utilidad percibida, la facilidad de uso, la adopción de IA, la creatividad y la felicidad. Los datos se analizaron mediante mediciones estructurales (SEM) y análisis multigrupo (MGA) para evaluar las diferencias entre los grupos.

Resultados: Los principales hallazgos indican que la adopción de IA media significativamente la relación entre la utilidad percibida, la facilidad de uso percibida y los resultados en términos de creatividad y bienestar. Se encontró una mayor influencia de la adopción de IA en la creatividad en instituciones públicas, mientras que en las privadas el impacto fue más fuerte sobre la felicidad. Estas diferencias sugieren que, en contextos con recursos limitados, la IA puede compensar la falta de otros recursos, potenciando la creatividad.

Conclusión: Este estudio aporta una ampliación del Technology Acceptance Model (TAM) al incluir variables como la creatividad y la felicidad, destacando la importancia del contexto socioeconómico en la adopción tecnológica en universidades. Las implicaciones sugieren que las instituciones públicas deben centrarse en mejorar el acceso a tecnologías como la IA, mientras que las privadas deben asegurar un uso ético y responsable que promueva tanto el rendimiento académico como el bienestar emocional de los estudiantes.

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Biografía del autor/a

Mario Alberto Salazar-Altamirano, Universidad Autónoma de Tamaulipas

Mario Alberto Salazar-Altamirano se graduó con una licenciatura en Derecho de la Universidad Autónoma de San Luis Potosí y obtuvo su Maestría en Administración de Empresas y Finanzas de la Universidad TEC Milenio en Monterrey, Nuevo León. Sus intereses de investigación abarcan el marketing interno, la felicidad en el trabajo, el marketing social, el comportamiento organizacional, el liderazgo y el clima organizacional, entre otros. Actualmente, está cursando un Doctorado en Gestión Estratégica de Negocios en la Facultad de Comercio y Administración en Tampico, Universidad Autónoma de Tamaulipas, México.

Orlando Josué Martínez-Arvizu, Universidad Autónoma de Tamaulipas

Orlando Josué Martínez-Arvizu se graduó con una licenciatura en Mercadotecnia con Mención Honorífica por parte de la Universidad Autónoma de San Luis Potosí y obtuvo su Maestría en Dirección empresarial de la Universidad Autónoma de San Luis Potosí, programa que forma parte del Sistema Nacional de Posgrados del CONAHCYT. Sus intereses de investigación abarcan el marketing interno, el marketing social, comportamiento del consumidor y comportamiento organizacional, entre otros. Actualmente, está cursando un Doctorado en Gestión Estratégica de Negocios en la Facultad de Comercio y Administración en Tampico, Universidad Autónoma de Tamaulipas, México, programa perteneciente al Sistema Nacional de Posgrados del CONAHCYT.

Esthela Galván-Vela, Centro de Enseñanza Técnica y Superior

Doctora en Ciencias Administrativas. Profesora de Tiempo Completo e Investigadora de CETYS Universidad, Campus Tijuana, México. Docente de Licenciatura y Posgrado. Líneas de Investigación: Gestión de la Felicidad, Felicidad Laboral, Intraemprendimiento y Comportamiento del Trabajador. Publicaciones recientes: (Autoría de Correspondencia) Sikandar Ali Qalati, Esthela Galvan Vela, Wenyuan Li, Sarfraz Ahmed Dakhan, Truong Thi Hong Thuy & Sajid Hussain Merani. (2021) “Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping”, Cogent Business & Management, 8:1, 1869363, DOI: 10.1080/23311975.2020.1869363; (Autoría de Correspondencia) Ravina-Ripoll, R., Galvan-Vela, E., Sorzano-Rodríguez, D.M. and Ruíz-Corrales, M. (2023), "Mapping intrapreneurship through the dimensions of happiness at work and internal communication", Corporate Communications: An International Journal, Vol. 28 No. 2, pp. 230-248.

Rafael Ravina-Ripoll, Universidad de Cádiz

Doctor en Historia. Catedrático de la Universidad de Cádiz, España. Departamento de Organización y Empresa. Líneas de Investigación: Gestión de la Felicidad, Felicidad Laboral, Justicia Organizacional y Comportamiento del Trabajador.

Lorena Gabriela Hernández-Arteaga, Universidad Autónoma de Tamaulipas

Lorena Gabriela Hernández-Arteaga se graduó con una licenciatura en Comercio Exterior de la Universidad Autónoma de Tamaulipas  y obtuvo su maestría en Administración en la misma institución educativa. Sus intereses de investigación abarcan el marketing verde, intención de compra verde, responsabilidad social corporativa, comportamiento organizacional, clima organizacional, entre otros. Actualmente es docente en la facultad de Comercio y Administración de Tampico y se encuentra cursando el Doctorado en Gestión Estratégica de Negocios en la Universidad Autónoma de Tamaulipas, MÉxico.

David Gómez Sánchez, Universidad Autónoma de San Luis Potosí

David Gómez Sánchez, es Doctor en Dirección y Mercadotecnia, es Profesor Investigador de Tiempo Completo adscrito a la Licenciatura en Mercadotecnia en la Unidad Académica Multidisciplinaria Zona Media de la Universidad Autónoma de San Luis Potosí y actualmente es Secretario Académico, es Miembro del Sistema Nacional de Investigadores de 2023 a 2026 –categoría candidato-, es Miembro del Sistema Estatal de investigadores en San Luis Potosí de 2022 a 2025, obtuvo el Reconocimiento de profesor con perfil deseable PROMEP desde el 2010 y cuenta con vigencia hasta el 2025, además cuenta con la certificación ANFECA desde el 2011 hasta el 2026. Es miembro del Cuerpo Académico Consolidado CA-UASLP-226 Estudio para el Desarrollo Regional y de las Organizaciones. Tiene como LGAC estudios de comportamiento del consumidor y comportamiento organizacional. Cuenta con publicaciones en revistas arbitradas e indexadas, capítulos de libro y es autor de ponencias en congresos nacionales e internacional, además ha asesorado tesis a nivel licenciatura, maestría y doctorado.

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A capa da Revista ENCONTROS BIBLI apresenta como título do volume 30 do ano 2025 "Por uma ciência diversa, equitativa, inclusiva e acessível." Visualmente, a imagem destaca várias silhuetas de perfis de rostos humanos, representando diversidade, com diferentes tons de pele. À direita, há uma representação do globo terrestre. Na parte inferior da capa, são exibidas informações institucionais: "Departamento de Ciência da Informação, Programa de Pós-graduação em Ciência da Informação, Portal de Periódicos UFSC." A publicação é datada de 2025, Volume 30, ISSN 1518-2924.

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2025-03-17

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SALAZAR-ALTAMIRANO, Mario Alberto; MARTÍNEZ-ARVIZU, Orlando Josué; GALVÁN-VELA, Esthela; RAVINA-RIPOLL, Rafael; HERNÁNDEZ-ARTEAGA, Lorena Gabriela; GÓMEZ SÁNCHEZ, David. IA como facilitadora de creatividad y bienestar en estudiantes de negocios: un enfoque multigrupo entre universidades públicas y privadas. Encontros Bibli: revista electrónica de bibliotecología y ciencias de la información., [S. l.], v. 30, p. 1–30, 2025. DOI: 10.5007/1518-2924.2025.e103485. Disponível em: https://periodicos.ufsc.br/index.php/eb/article/view/103485. Acesso em: 26 mar. 2025.

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Vol. 30 (2025): Por una ciencia diversa, equitativa, inclusiva y accesible

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Dosier: Los nuevos escenarios de la sociedad digital ante el reto de la Inteligencia Artificial Generativa

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Derechos de autor 2025 Mario Alberto Salazar-Altamirano, Orlando Josué Martínez-Arvizu, Esthela Galván-Vela, Rafael Ravina-Ripoll, Lorena Gabriela Hernández-Arteaga, David Gómez Sánchez

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