Understanding of ChatGPT adoption among business school students
Manaf Al‐Okaily, Wasef Mater, Nasim Matar, Fadi Shehab Shiyyab
Abstract
OpenAI’s latest version of Generative Pre-Trained Transformer, GPT-3, has caused a lot of debates and controversies worldwide concerning its deployment and possible uses. Therefore, the current research objective is to develop a proposed model based on the extended Unified Theory of Acceptance and Use of Technology (UTAUT2) with other much-related factors to examine the role of ChatGPT adoption services in enhancing student communication and collaboration skills in developing countries (e.g., Jordan). This study also investigates the mediating role of performance expectancy and the moderating role of innovativeness toward these services. The online questionnaire was used as an instrument to collect data from 622 business school students in Jordanian higher education institutions and the scale of measurement was on a five-point Likert scale. Collected data were analyzed through Partial Least Square Structural Equation Modeling (PLS-SEM). The findings mainly confirm that all direct hypotheses (performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, and trust on the behavioural intention to use ChatGPT services which in turn affects ChatGPT adoption) are accepted except hypothesis (H7) which states that there is a positive relationship between habit and the behavioural intention to use ChatGPT services and thus the related hypothesis was rejected. Concerning indirect hypotheses, the results also confirmed the mediating role of performance expectancy and the moderating role of innovativeness toward these services, and thus the indirect hypotheses (H2 and H10) were accepted. Thus, the current research is vital because it raises concerns and future worries of students in tertiary institutions on how they will manage AI language models like ChatGPT that are going to be unavoidable parts of our lives.