“ENHANCING LEARNING POTENTIAL: INVESTIGATING MARKETING STUDENTS’ BEHAVIORAL INTENTIONS TO ADOPT CHATGPT”

Abstract

ABSTRACT The rapid proliferation of the Internet has sparked a resurgence of attention toward the function of novel artificial intelligence technologies in the higher education. The effective adoption of recent advancements in human-computer interaction is crucial for inclusive education and innovation, resulting in sustainable socioeconomic growth and development. Therefore, the present investigation focuses to examine various factors that exert an influence on acceptance and use of ChatGPT by marketing students. The research’s significance lies in the integrating the concept of system flexibility into the Unified Theory of Acceptance and Use of Technology (UTAUT) model. An adapted questionnaire was administered to gather information, and statistical procedures were conducted on 309 valid responses. The study’s results revealed that habit was the most significant predictor of behavioral intention, with performance expectancy and effort expectancy following closely behind. However, the research shows that perceived risk is not a vital factor for marketing students, as they exhibit a heightened sense of control in regulating their online behavior. Besides, the implications presented in this study hold great significance for policymakers, educators, and top-level management personnel within higher education institutions to evaluate and update existing education policies to accommodate the integration of AI tools like ChatGPT into higher education.