TITLE:
Understanding the Adoption and Use of ChatGPT Technology in Private Jordanian Universities Using the UTAUT Model: From the Students’ Perspective
AUTHORS:
Alaa Mohmmed Khamis Al-Zabadi, Mohmmed-Issa Riad Jaradat
KEYWORDS:
ChatGPT, Unified Theory of Acceptance and Use of Technology UTAUT, Artificial Intelligence (AI)
JOURNAL NAME:
Open Journal of Business and Management,
Vol.13 No.4,
July
30,
2025
ABSTRACT: The study aimed to identify the understanding of the adoption and use of ChatGPT technology in Jordanian private universities using the UTAUT model: From the students’ point of view, the study relied on the quantitative (descriptive-analytical) approach to conduct the research, and used the questionnaire as a tool to collect and analyze data in order to answer the study questions and verify its hypotheses. The study sample included (385) students in Jordanian private universities, and they were selected using the stratified random sample method, where the SPSS and AMOS programs were used. The key findings of the study revealed statistically significant positive effects between the UTAUT model components (performance expectancy, effort expectancy, social influence, and facilitating conditions) and behavioral intention and usage behavior towards adopting ChatGPT technology among students in Jordanian universities. These factors explain a significant portion of the variations in behavioral intention and usage behavior, without significant statistical differences based on gender, age, experience, or voluntariness of use. Based on the results, the study recommended the need to clarify the practical and academic benefits of using ChatGPT in education to enhance performance expectancy among students.