Examining awareness, social influence, and perceived enjoyment in the TAM framework as determinants of ChatGPT. Personalization as a moderator

Abstract

Using a modified version of TAM, this study investigates the factors that impact ChatGPT usage intentions among college students, with personalization acting as a moderator. A structured questionnaire was designed for data collection as part of the quantitative procedure. Smart PLS 4 was utilized for analysis. The results showed that social influence had no effect on the predicted perceived usefulness and ease of use, but that awareness and perceived enjoyment did. The willingness to utilize ChatGPT was based on how beneficial and easy it was seen to be. The association between perceived usefulness and the intent to use ChatGPT was not affected by personalization, however, the relationship between ease of use and intention to use ChatGPT was. The study suggested several recommendations to colleges and universities regarding AI tools’ incorporation in education.