From Intention to Use Behavior: The Role of Creativity and UTAUT in Student AI Adoption

Abstrak

The use of Artificial Intelligence (AI) in higher education continues to increase, but the factors that influence students' intentions and behavior in adopting this technology are still unclear. This study aims to analyze the influence of Creative Support, Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions on Behavioral Intention and Use Behavior by integrating the Creative Support construct into the UTAUT model. A quantitative method with a cross-sectional design was applied to 80 students at Makassar State University who have used AI in the learning process. Data were collected through a 5-point Likert questionnaire and analyzed using the PLS-SEM technique. The results showed that Social Influence (β = 0.387, t = 3.646, p < 0.001) and Facilitating Conditions (β = 0.438, t = 3.517, p < 0.001) had a significant influence on Behavioral Intention, while Creative Support, Performance Expectancy, and Effort Expectancy did not show a significant influence. In contrast, Use Behavior was significantly influenced by Creative Support (β = 0.228, t = 1.764, p = 0.039), Effort Expectancy (β = 0.258, t = 2.875, p = 0.002), and Performance Expectancy (β = 0.183, t = 2.227, p = 0.013). The analysis model produced an R² value of 0.642 for Behavioral Intention and 0.588 for Use Behavior. Overall, these findings indicate that AI adoption is more influenced by external factors such as social support and the availability of facilities, while perceived benefits and creativity aspects play an important role in shaping actual AI usage behavior.

Identifier

• OpenAlex: https://openalex.org/W7169600114
• DOI: https://doi.org/10.59562/t9ypne67