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

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.