Assessing the Determinants of Generative AI Integration: A Study on Google's Gemini Adoption Among Thai University Graduate Students

The advent of Generative Artificial Intelligence (Gen AI) in educational tools like Google's Gemini represents a significant evolution. These technologies aim to revolutionize learning by creating human-like content in various formats, enhancing personalized and engaging educational experiences. This research investigates the factors influencing Thai graduate students' adoption of Google's Gemini, employing a quantitative approach with data from 826 respondents via closed-ended questionnaires through convenience sampling. The analysis included demographic, socio-economic, and media platform preference variables. Using binary logistic regression, the study evaluated how these factors affect graduate students' intentions to use Google’s Gemini in Thailand. Key determinants identified include age, education level, occupational status, and preferences for social media platforms like Facebook and YouTube. The study provides insights into the factors influencing Thai graduate students' use of Google's Gemini, useful for stakeholders in digital literacy and technology adoption. It stresses the importance of tailoring digital environments to learners' diverse needs, influenced by demographics and social media, and offers strategies for enhancing digital literacy and engagement. The research also sets the stage for further academic inquiry into educational technology, advocating for an interdisciplinary approach to better understand technology's educational impact.