The (Un)Knowledgeable, the (Un)Skilled? Undertaking Chat-GPT Users’ Benefit-Risk-Coping Paradox in Higher Education Focusing on an Integrated, UTAUT and PMT

Abstract

The advent of Chat-GPT, an AI-driven technology, is reshaping various sectors, particularly higher education. This study, merging the Unified Theory of Acceptance and Use of Technology (UTAUT) with the Protection Motivation Theory (PMT), explores the relationship between technology adoption and protection motivation in higher education, addressing the concept of “the (un)knowledgeable, the (un)skilled.” Through Structural Equation Modeling, findings from Indonesian participants (N = 445), including students and lecturers, reveal that perceived benefits such as task efficiency, hedonic motivation, performance expectancy, and effort expectancy predominantly motivate Chat-GPT use. Risk perception leans more on perceived vulnerability than severity, with insignificant impact from response cost. Response efficacy and self-efficacy significantly determine intention. Insight from moderating effect of educational level suggest that doctoral-level users demonstrate increased Chat-GPT usage, and gender plays a role in response efficacy and task efficiency. Both educational level and gender actively influence users’ intentions and actual usage behavior. These insights guide educators, policymakers, and institutions in ethically integrating AI, managing evolving risk perceptions, and empowering users in the dynamic AI landscape of higher education. Policymakers (e.g., university boards) are urged to dexterity an ethical framework and authorize in user efficacy to ensure equitable access and benefits from Chat-GPT in education.

Keywords:

• Artificial intelligence
• chatbots
• higher education
• paradox
• user behavior

Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability statement

The data that support the findings of this study are available from the corresponding author, Andri Dayarana K. Silalahi, upon reasonable request.

Additional information

Notes on contributors

Chung-Jen Fu

Chung-Jen Fu is a professor in the Department of Business Administration at the College of Management, Chaoyang University of Technology, Taiwan. He also serves as the Dean of the College of Management. His scholarly contributions are prominently featured in scientific publications, with a focus on tourism and strategic management.

Andri Dayarana K. Silalahi

Andri Dayarana K. Silalahi is a postdoctoral researcher at Chaoyang University of Technology. His research interests include consumer behavior on social media, AI in education and business, and sustainability. In 2024, he will be an assistant professor in the Department of Marketing and Logistics Management at the same institution.

Shu-Chin Huang

Shu-Chin Huang is an associate professor in the Department of Business Administration at the College of Management, Chaoyang University of Technology, Taiwan. Additionally, she serves as the Chairperson of the Department of Business Administration.

Do Thi Thanh Phuong

Do Thi Thanh Phuong is a graduate student in the Department of Distribution Management at the College of Management, National Chin-Yi University of Technology, Taichung, Taiwan. Her research investigates the disruptive effects of artificial intelligence on the educational and business sectors.

Ixora Javanisa Eunike

Ixora Javanisa Eunike is a graduate student at the University of HKBP Nommensen in Medan, Indonesia, and has published numerous papers in top journals. Her research focuses on consumer behavior, social media dynamics, and the role of AI in sustainability.

Zhou-Houg Yu

Zhou-Houg Yu is a graduate student in the Department of Leisure, Recreation and Tourism Management, College of Management, Chaoyang University of Technology, Taichung, Taiwan.