Does gender impact the relationship between perceived value and intentions of use of natural processing models?

Mario Testa · Maddalena Della Volpe · Antonio D’Amato · Adriana Apuzzo

6 citations0/0 files storedTransforming Government People Process and Policy

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Technology Adoption and User Behaviour Artificial Intelligence in Education AI in Service Interactions

Abstract

Purpose In the era of artificial intelligence, natural language processing (NLP) models are revolutionizing numerous sectors. This research aims to explore the perceived value of them among university students. In particular, it aims to investigate how gender may influence students’ intention to use these models in educational contexts, highlighting potentially significant differences that could inform the implementation and adoption of educational technologies. Design/methodology/approach This study investigates the relationship between perceived value and students' intention to adopt NLP models, considering gender as a moderator. The research involves 562 students from the University of Salerno, in Italy, and uses confirmatory factor analysis to evaluate the reliability and validity of the measurement scales. A regression model with robust errors is used to explore the moderating role of gender on the relationship between perceived value and intentions of use of NLP models. Findings The results reveal a significant positive association between perceived value and intention to use NLP models, confirming that students with higher perceived value are more likely to adopt these technologies. Furthermore, gender moderates this relationship, indicating that females are less prone to use NLP models than male counterparts. Originality/value Research takes on a significant role in the academic field, underlining the importance of adapting teaching practices to the increasingly widespread digitalization. The inclusion of NLP models in university programs emerges as a possible improvement of the learning experience, ensuring cutting-edge education in tune with the needs of the digital society.

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References

1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2000Why Don’t Men Ever Stop to Ask for Directions? Gender, Social Influence, and Their Role in Technology Acceptance and Usage Behavior1 2002Intention—Behavior Relations: A Conceptual and Empirical Review 2023Chatting and cheating: Ensuring academic integrity in the era of ChatGPT 2005Value-based Adoption of Mobile Internet: An empirical investigation 2019Technology acceptance model in educational context: A systematic literature review 2004The impact of cognitive absorption on perceived usefulness and perceived ease of use in on-line learning: an extension of the technology acceptance model

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