Work

Examining awareness, social influence, and perceived enjoyment in the TAM framework as determinants of ChatGPT. Personalization as a moderator

Year: 2024

Type: article

Abstract: Using a modified version of TAM, this study investigates the factors that impact ChatGPT usage intentions among college students, with personalization acting as a moderator. A structured questionnaire was designed for data collection as part of the quantitative procedure. Smart PLS 4 was utilized for analysis. The results showed that social influence had no effect on the predicted perceived usefulness and ease of use, but that awareness and perceived enjoyment did. The willingness to utilize ChatGPT was based on how beneficial and easy it was seen to be. The association between perceived usefulness and the intent to use ChatGPT was not affected by personalization, however, the relationship between ease of use and intention to use ChatGPT was. The study suggested several recommendations to colleges and universities regarding AI tools’ incorporation in education.

Source: Journal of Open Innovation Technology Market and Complexity

DOI: 10.1016/j.joitmc.2024.100327

Author: Rania A.M. Abdalla

Institution: Palestine Technical University - Kadoorie

Language: English

Topic: Technology Adoption and User Behaviour

Subfield: Information Systems and Management

Field: Decision Sciences

Domain: Social Sciences

SDG: Quality education

Open Access status: gold

Estimated APC paid: $1,000