A study on factors affecting behavioural intention towards using AI chatbots among students’ perspectives in a private university

Kho, Zong Wei and Soo, Yue Er and Tan, Zhi Yi and Woon, Zheng De (2024) A study on factors affecting behavioural intention towards using AI chatbots among students’ perspectives in a private university. Final Year Project, UTAR.

Preview

PDF Download (2882Kb) | Preview

Abstract

The aim of conducting this research project is to study the factors that affecting behavioural intention towards using AI Chatbots among students’ perspectives in a private university. The factors that may influence student behavioural intention toward using AI Chatbots include performance expectancy, effort expectancy, social influence, habit, and informativeness. The researchers focus on a private university which is UTAR in both campuses which are Kampar and Sungai Long. In this research, we collected 357 questionnaires from the students at both UTAR campuses successfully and analysed them through Statistical Package for the Social Sciences (SPSS) for the pilot study and full study. Pearson Correlation Coefficient Analysis and Multiple Regression Analysis are used to test the significant relationship between the independent variables (performance expectancy, effort expectancy, social influence, habit, and informativeness) and dependent variable (behavioural intention). Based on this research, performance expectancy emerges as the most influential independent variable among the four others, significantly affecting behavioural intention towards using AI Chatbots among students’ perspectives in private university, as it has the highest unstandardized coefficients of beta value, namely 0.451. In addition, this study incorporates an additional independent variable alongside UTAUT2 model, namely informativeness. The inclusion of informativeness in this research study is novel, as no prior studies have explored this aspect in the related topic. In conclusion, all the independent variables (performance expectancy, effort expectancy, social influence, habit, and informativeness) are found to be having a positive significant relationship with the dependent variable (behavioural intention). Lastly, a summary of the major findings, implications of the research, limitations of the research, and some recommendations are indicated in this study. Keywords: Behavioural Intention, Performance Expectancy, Effort Expectancy, Social Influence, Habit, Informativeness

Actions (login required)