EYE ON AI: Investigating the Intention to Use and Acceptance of Generative Artificial Intelligence in Bulacan State University

Abstract

Despite the growing prominence of Generative Artificial Intelligence (GenAI) in the education landscape, there is limited research regarding its acceptance in the Philippines. Hence, the researchers studied the intention to use and acceptance of GenAI among college students and educators at Bulacan State University utilizing the constructs from the Unified Theory of Acceptance and Use of Technology framework. The study employed a quantitative approach through a survey questionnaire and interviews to gather actionable insights. Structural Equation Modeling (SEM) was used to investigate how the constructs affect the college students' intention to use and acceptance of GenAI while the Welch's t-test was used to determine if a significant difference exists in their acceptance of GenAI. The findings revealed that 85.84% college students used GenAI while 76.11% educators used the tool. Moreover, both groups demonstrated a moderate knowledge of GenAI's limitations, with Welch's t-test revealing no significant difference exists in their acceptance levels of GenAI. Key findings showcase that effort expectancy and behavioral intention affect the acceptance of college students on GenAI tools, while performance expectancy and facilitating conditions affect their behavioral intention. However, social influence does not significantly affect their intention to use and acceptance of GenAI. Out of all factors, only facilitating conditions displayed a significant total effect on their GenAI acceptance, revealing the importance of the institution's role regarding this technology.