Generative AI in Higher Education Assessments: Examining Risk and Tech-Savviness on Student’s Adoption

The integration of generative artificial intelligence (AI) tools is a paradigm shift in enhanced learning methodologies and assessment techniques. This study explores the adoption of generative AI tools in higher education assessments by examining the perceptions of 353 students through a survey and 17 in-depth interviews. Anchored in the Unified Theory of Acceptance and Use of Technology (UTAUT), this study investigates the roles of perceived risk and tech-savviness in the use of AI tools. Perceived risk emerged as a significant deterrent, while trust and tech-savviness were pivotal in shaping student engagement with AI. Tech-savviness not only influenced adoption but also moderated the effect of performance expectancy on AI use. These insights extend UTAUT’s application, highlighting the importance of considering perceived risks and individual proficiency with technology. The findings suggest educators and policymakers need to tailor AI integration strategies to accommodate students’ personal characteristics and diverse needs, harnessing generative AI’s opportunities and mitigating its challenges.

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Publication Details

Journal
Journal of Marketing Education
Published
2024-12-23
DOI
https://doi.org/10.1177/02734753241302459
Citations
36
Primary Topic
Technology Adoption and User Behaviour
Type
article
Field-Weighted Citation Impact
37.83
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article

Generative AI in Higher Education Assessments: Examining Risk and Tech-Savviness on Student’s Adoption

Yusuf Oc, La Toya Quamina, Chahna Gonsalves
36 citations
Journal of Marketing Education
Technology Adoption and User Behaviour
37.83
article

Generative AI in Higher Education Assessments: Examining Risk and Tech-Savviness on Student’s Adoption

Yusuf Oc, La Toya Quamina, Chahna Gonsalves
article en
36 citations

Abstract

The integration of generative artificial intelligence (AI) tools is a paradigm shift in enhanced learning methodologies and assessment techniques. This study explores the adoption of generative AI tools in higher education assessments by examining the perceptions of 353 students through a survey and 17 in-depth interviews. Anchored in the Unified Theory of Acceptance and Use of Technology (UTAUT), this study investigates the roles of perceived risk and tech-savviness in the use of AI tools. Perceived risk emerged as a significant deterrent, while trust and tech-savviness were pivotal in shaping student engagement with AI. Tech-savviness not only influenced adoption but also moderated the effect of performance expectancy on AI use. These insights extend UTAUT’s application, highlighting the importance of considering perceived risks and individual proficiency with technology. The findings suggest educators and policymakers need to tailor AI integration strategies to accommodate students’ personal characteristics and diverse needs, harnessing generative AI’s opportunities and mitigating its challenges.

Journal of Marketing EducationVol. 47(2)
City, University of London (GB), King's College London (GB)
Openalex Percentile: Top 0%
Technology Adoption and User Behaviour
37.83
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Generative AI in Higher Education Assessments: Examining Risk and Tech-Savviness on Student’s Adoption — Yusuf Oc, La Toya Quamina, et al. · Journal of Marketing Education (2024) | TGRS Research Map | TGRS