Abstract :

In the digital era, traditional publishing enterprises in Shanghai face unprecedented challenges and opportunities driven by technological advancements. This study explores how Artificial Intelligence (AI) adoption and Organizational Readiness (OR) influence Firm Performance (FP), with Digital Transformation (DT) serving as a mediating variable. Drawing on the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB), a quantitative survey of 260 managers was conducted, and data were analyzed using Structural Equation Modeling (SEM). The findings reveal that AI positively impacts digital transformation but does not directly enhance firm performance without strategic integration. Organizational readiness, surprisingly, exhibited a negative effect on digital transformation, indicating potential cultural or strategic barriers. Digital transformation positively influenced firm performance and significantly mediated the relationships between both AI and FP, and OR and FP. The results underscore that effective digital transformation is essential to translate technological and organizational initiatives into performance gains. This study provides theoretical insights into technology adoption in traditional sectors and offers practical strategies for fostering successful digital transformation initiatives in legacy industries.

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Keywords :

Artificial Intelligence (AI), Organizational Readiness, Digital Transformation, Firm Performance, Traditional Publishing

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