Acceptance of AI in Philippine Higher Education: Exploring the Role of Perceived Interactivity, Satisfaction, and Value on ChatGPT Use Among Manila Undergraduates

Abstract

Generative Artificial Intelligence (AI) platforms, such OpenAI's ChatGPT, are currently being integrated into educational environments, offering customized assistance, improved efficiency, and engaging learning experiences. This study aims to examine the determinants influencing undergraduate students' intention to utilize ChatGPT and its subsequent impact on actual usage behaviour. The research focuses on four constructs: Perceived Interactivity, Perceived Innovativeness, Perceived Satisfaction, and Perceived Value, along with their relationship to Intention to Use and User Behaviour. A quantitative research methodology was employed for obtaining responses from 256 undergraduate students in Metro Manila. The data was evaluated using SmartPLS to assess the measurement and structural models, confirming validity and reliability through indicators including factor loadings, Cronbach's alpha, composite reliability, and AVE. Results indicate that Perceived Innovativeness, Satisfaction, and Value substantially affect the tendency for using ChatGPT, although Perceived Interactivity does not. Furthermore, the intention to use is a robust predictor of actual user behaviour. This study extends the literature on AI adoption by broadening the UTAUT framework within a generative AI setting and provides practical insights for educators, developers, and institutions to optimize the integration of ChatGPT for enhanced educational outcomes.

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