Proceedings of the 2025 4th International Conference on Educational Innovation and Multimedia Technology (EIMT 2025)

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Assessing University Students’ Acceptance of Generative Artificial Intelligence Based on the UTAUT Model

Authors
Min Tang1, *, Jirui Dong2, Shanshan Cheng2
1Hunan International Economics University, Changsha, 410205, China
2Jinan Preschool Education College, Jinan, 250100, China
*Corresponding author. Email: 16344225@qq.com
Corresponding Author
Min Tang
Available Online 15 June 2025.
DOI
10.2991/978-94-6463-750-2_27How to use a DOI?
Keywords
Acceptance; Generative Artificial Intelligence; UTAUT
Abstract

This study investigates the acceptance of Generative Artificial Intelligence among university students in Hunan Province, China, utilizing the UTAUT model and PLS-SEM. Data were collected from 373 university students through a structured questionnaire. The results reveal that PE, EE, and SI significantly influence BI, which subsequently predicts UB. Notably, SI exhibited the strongest effect on BI, underscoring the critical role of peers and social influences in shaping students’ adoption of AI technologies. Additionally, BI has a significant impact on UB, reinforcing the idea that students’ intentions translate into actual usage behavior. Furthermore, FC exerts a direct influence on UB, highlighting the importance of external resources and institutional support in promoting AI adoption. These findings provide valuable insights for higher education institutions, policymakers, and technology developers to optimize AI integration, thereby enhancing learning efficiency and student engagement. Future research directions and policy implications are discussed to support the advancement of AI-driven education.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 4th International Conference on Educational Innovation and Multimedia Technology (EIMT 2025)
Series
Atlantis Highlights in Social Sciences, Education and Humanities
Publication Date
15 June 2025
ISBN
978-94-6463-750-2
ISSN
2667-128X
DOI
10.2991/978-94-6463-750-2_27How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Min Tang
AU  - Jirui Dong
AU  - Shanshan Cheng
PY  - 2025
DA  - 2025/06/15
TI  - Assessing University Students’ Acceptance of Generative Artificial Intelligence Based on the UTAUT Model
BT  - Proceedings of the 2025 4th International Conference on Educational Innovation and Multimedia Technology (EIMT 2025)
PB  - Atlantis Press
SP  - 285
EP  - 291
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-750-2_27
DO  - 10.2991/978-94-6463-750-2_27
ID  - Tang2025
ER  -