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Determinants of Undergraduate Students Attitude and Intention to Use AI Chatbots in a Private University at Chengdu China |
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| รหัสดีโอไอ | |
| Creator | Xiaoyu Zhao |
| Title | Determinants of Undergraduate Students Attitude and Intention to Use AI Chatbots in a Private University at Chengdu China |
| Publisher | Graduate School of Business and Advanced Technology Management Assumption University Thailand |
| Publication Year | 2569 |
| Journal Title | ABAC ODI Journal Vision. Action. Outcome |
| Journal Vol. | 14 |
| Journal No. | 1 |
| Page no. | 128-146 |
| Keyword | Perceived Usefulness, Perceived Ease Of Use, Attitude, Performance Expectancy, Social Influence, Behavioral Intention, Ai Chatbots |
| URL Website | http://www.assumptionjournal.au.edu/index.php/odijournal |
| Website title | ABAC ODI Journal Vision. Action.Outcome |
| ISSN | 2408-2058 |
| Abstract | This research investigates the key determinants affecting undergraduates willingness to adopt and continue engaging with artificial intelligence (AI) chatbots used for academic advising, course information, and campus service guidance in Chinas private universities. Against the backdrop of accelerated higher education digitalization and national policies such as the Education Informatization 2.0 Plan and the Digital China Strategy, chatbots have gained prominence as tools for academic assistance and campus services. However, despite their growing presence, their diffusion and acceptance within private institutions remain underexplored. A survey was conducted with 500 undergraduate students enrolled at Geely University of China in Chengdu. Structural equation modeling (SEM) was applied to test six proposed paths, and factor analysis verified the stability, reliability, and validity of the measurement model. Findings reveal that perceived usefulness and perceived ease of use strongly influence students udes, while social influence and trust provide supplementary effects. Moreover, perceived usefulness was identified as the key driver of attitude, which subsequently served as the most influential predictor of students behavioral intention to continue adopting chatbots. In addition, attitudes functioned as a mediating mechanism, converting initial perceptions into long-term usage intentions. The findings underscore the necessity of tailoring chatbot functionalities to academic requirements, strengthening trust mechanisms and data governance, and fostering teacher and peer support to enhance engagement. Overall, the study offers practical insights into promoting equitable access to intelligent learning technologies and optimizing the allocation of higher education resources in the digital er |
