Research on Factors Influencing University Students’ Continuance Intention to Use Generative Artificial Intelligence

To investigate university students’ continuance intention regarding the use of generative artificial intelligence (Gen AI) in academic paper writing and to promote the sustained and healthy development of Gen AI, this study constructs a model of factors driving university students’ continuance intention towards Gen AI. The study integrates the Stimulus-Organism-Response (SOR) framework and the Technology Acceptance Model (TAM). Valid data from 397 questionnaires were collected and analyzed using Smart-PLS software to test the theoretical model. The findings reveal that perceived usefulness, satisfaction, and subjective norms are the primary factors influencing university students’ continuance intention to use Gen AI. Furthermore, perceived usefulness, perceived ease of use, and perceived risk are identified as the main factors affecting university students’ satisfaction with leveraging Gen AI.