Factors Influencing University Students’ Behavioral Intention to Use Generative Artificial Intelligence: Integrating the Theory of Planned Behavior and AI Literacy

Abstract

Generative artificial intelligence (GAI) advancements have ignited new expectations for artificial intelligence (AI)-enabled educational transformations. Based on the theory of planned behavior (TPB), this study combines structural equation modeling and interviews to analyze the influencing factors of Chinese university students’ GAI technology usage intention. Regarding AI literacy, students’ cognitive literacy in AI ethics scored the highest (M = 5.740), while AI awareness literacy scored the lowest (M = 4.578). Students’ attitudes toward GAI significantly and positively influenced their usage intention, with the combined TPB framework and AI literacy explaining 59.3% of the variance. AI literacy and subjective norms positively influenced students’ attitudes toward GAI technology and perceived behavioral control, and attitude mediated the impact of AI literacy and subjective norms on GAI usage intention. Further, the interviews provide new insights for university management and educational leadership regarding the construction of an educational ecosystem under the application of GAI technology.

Keywords:

• AI literacy
• behavioral intention
• generative artificial intelligence
• structural equation model
• theory of planned behavior

Acknowledgments

The authors would like to express their sincere gratitude to the editor and anonymous reviewers for their valuable suggestions.

Disclosure statement

During the research, the authors indicate that no commercial or financial ties that may be regarded a possible conflict of interest existed.

Data availability statement

The datasets generated during and/or analyzed during the current study are available from the corresponding author on reasonable request.

Additional information

Funding

This work was supported by the planning fund for humanities and social sciences projects of the Ministry of Education (Grant number: 22YJAZH001), 2024 Regular Project of the “14th Five-Year Plan” for the Development of Philosophy and Social Sciences in Guangzhou (Grant number: 2024GZQN85), 2024 Higher Education Research Project under the “14th Five-Year Plan” by the Guangdong Society of Higher Education (Grant number: 24GQN27) and the Special Funds of the National Natural Science Foundation of China [Grant number: 72342029].

Notes on contributors

Chengliang Wang

Chengliang Wang is a Postgraduate in Department of Education Information Technology, Faculty of Education, East China Normal University. His research interests include social media learning, educational technology philosophy, human-computer interaction in education and artificial intelligence in education (AIED).

Haoming Wang

Haoming Wang is a Postgraduate in Department of Education Information Technology, Faculty of Education, East China Normal University. His research interests include educational technology philosophy and artificial intelligence in education.

Yuanyuan Li

Yuanyuan Li is a Postgraduate in Department of Education Information Technology, Faculty of Education, East China Normal University. Her research interests include social media learning and artificial intelligence in education.

Jian Dai

Jian Dai is a PhD student in School of Management, Zhejiang University of Technology. His research interests include computer-based education, artificial intelligence, and digital innovation.

Xiaoqing Gu

Xiaoqing Gu is a full professor in Department of Education Information Technology, Faculty of Education, East China Normal University. Her research interests include learning science and learning technology, computer-supported collaborative learning (CSCL), learning analytics and leaner profiling.

Teng Yu

Teng Yu is a lecturer at GBA Digital Intelligence Business Research Center, School of Management, Guangzhou College of Commerce, as well as a doctorate candidate at the Graduate School of Business, Universiti Sains Malaysia. He is also an exchange student at The Chinese University of Hong Kong. His research interests include technology and innovation management.