Exploring the persistence of Open AI Adoption among users in Indian higher education: A fusion of TCT and TTF model
摘要
The current study is an attempt to bring to light the influence of Open AI adoption among users regarding the Indian Higher Education system by incorporating the TCT and TTF models. A questionnaire was designed to collect the data from 571 participants associated with higher education in India. The developed model with Perceived usefulness, confirmation, perceived ease of use, task characteristics and technology characteristics were taken as external constructs. And satisfaction, attitude towards technology and TTF were taken as internal constructs and were tested by Structural Equation Modelling (SEM) using SMART PLS-SEM 4.0. The finding reveals that the theoretical model effectively elaborates continuous intention (R2 = 0.585). Observing the inner model, it is found ATT and TTF are strong predictors of CI with values followed by SAT. Moreover, the findings indicate that the research model has substantial predictive relevance Q2 (33.1%) to predict Chat-GPT users’ intention to continue using this. The CON, PU and PEOU strongly affect the satisfaction of the students, on the other hand PU, PEOU, SAT and TTF had significant impact on attitude of the students in higher education, furthermore TTF is strongly affected by task characteristics (TAC) and technology characteristics (TEC). This Study suggests that the students who are using Chat-GPT are willing to continue to use this for their academic works in future.