The Digital Adoption among BINUS Bekasi Students: The Roles of Performance Expectancy, Effort Expectancy, Social Influence and Personal Innovativeness in Shaping Behavioral Intention to Use ChatGPT

The development of Generative Artificial Intelligence (Generative AI) has encouraged the use of ChatGPT as a learning aid in higher education. This study aims to analyze the factors influencing the behavioral intention of BINUS University Bekasi students in using ChatGPT, referring to the Unified Theory of Acceptance and Use of Technology (UTAUT) model extended with personal innovativeness. The study employs a quantitative approach, utilizing a survey method with active students, and is analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that performance expectancy, effort expectancy, and social influence have a positive and significant effect on behavioral intention. These three variables also have a significant effect on personal innovativeness. However, personal innovativeness does not show a significant direct effect on behavioral intention. These findings indicate that students' intention to use ChatGPT is more influenced by perceived benefits, ease of use, and social support than by individual innovative characteristics. This study provides practical implications for educational institutions in designing strategies for adopting Generative AI that focus on enhancing the usefulness and ease of use of the technology. Keywords— ChatGPT, Generative AI, UTAUT, Behavioral Intention, Personal Innovativeness, Higher Education