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
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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
生成式人工智能（Generative AI）的发展推动了ChatGPT作为高等教育学习辅助工具的应用。本研究以拓展了个人创新性的技术接受与使用统一理论（Unified Theory of Acceptance and Use of Technology，UTAUT）为分析框架，旨在探究宾纳塔拉大学（BINUS University）勿加泗校区学生使用ChatGPT的行为意向影响因素。本研究采用定量研究方法，以在读学生为调研对象开展问卷调查，并通过偏最小二乘结构方程模型（Partial Least Squares–Structural Equation Modeling，PLS-SEM）进行数据分析。研究结果显示，绩效期望、努力期望与社会影响均对行为意向产生显著正向影响；上述三个变量同时对个人创新性具有显著作用。然而，个人创新性并未对行为意向表现出显著的直接影响。本研究结果表明，学生使用ChatGPT的行为意向更多受感知收益、易用性与社会支持的影响，而非个体创新特质。本研究可为教育机构制定生成式人工智能采纳策略提供实践参考，此类策略应聚焦于提升该技术的实用性与易用性。 关键词：ChatGPT、生成式人工智能、UTAUT、行为意向、个人创新性、高等教育
