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Unraveling the dynamics of ChatGPT adoption and utilization through Structural Equation Modeling

Khalida Parveen · Tran Quang Bao Phuc · Abdulelah Ahmed Alghamdi · Fahima Hajjej · Waeal J. Obidallah · Yousef A. Alduraywish

30 citations0/0 files storedScientific Reports

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

Abstract

ChatGPT, an advanced Artificial Intelligence tool, is getting considerable attention in higher education. ChatGPT significantly changes the student learning experience through its AI-aided support, personalized study assistance and effective educational experiences, and it has become an object of particular interest in this context. This research aimed to build a technology acceptance and usage model that encapsulates the elements influencing students' adoption and utilization of ChatGPT, drawing on constructs from the 'Unified Theory of Acceptance and Use of Technology' and 'Flow Theory'. The proposed model was found valid and prolific, with the credibility of the results relying on the self-reported surveys of 505 students from three universities in Pakistan. Structural Equation Modelling (SEM) was used to analyze data that confirmed the robustness and validity of the proposed model of the study. The study findings supported nine out of the ten proposed hypotheses. Perceived playfulness was declared the paramount predictor of behavioral intention, while perceived values and performance expectancy were the next-level predictors. Additionally, behavioral attention was a high and inspiring determinant of ChatGPT usage behavior, followed by attention focus. This analysis demonstrates a need for a thorough investigation of AI tools like ChatGPT in higher education.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 2011PLS-SEM: Indeed a Silver Bullet 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2012Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 1991Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation 2001Consumer perceived value: The development of a multiple item scale

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