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Drivers of generative AI adoption in higher education through the lens of the Theory of Planned Behaviour

Author

Listed:
  • Ivanov, Stanislav
  • Soliman, Mohammad
  • Tuomi, Aarni
  • Alkathiri, Nasser Alhamar
  • Al-Alawi, Alamir N.

Abstract

Drawing on the Theory of Planned Behaviour (TPB), this study investigates the relationship between the perceived benefits, strengths, weaknesses, and risks of generative AI (GenAI) tools and the fundamental factors of the TPB model (i.e., attitude, subjective norms, and perceived behavioural control). The study also investigates the structural association between the TPB variables and intention to use GenAI tools, and how the latter might affect the actual usage of GenAI tools in higher education. The paper adopts a quantitative approach, relying on an anonymous self-administered online questionnaire to gather primary data from 130 lecturers and 168 students in higher education institutions (HEIs) in several countries, and PLS-SEM for data analysis. The results indicate that although lecturers' and students' perceptions of the risks and weaknesses of GenAI tools differ, the perceived strengths and advantages of GenAI technologies have a significant and positive impact on their attitudes, subjective norms, and perceived behavioural control. The TPB core variables positively and significantly impact lecturers' and students’ intentions to use GenAI tools, which in turn significantly and positively impact their adoption of such tools. This paper advances theory by outlining the factors shaping the adoption of GenAI technologies in HEIs. It provides stakeholders with a variety of managerial and policy implications for how to formulate suitable rules and regulations to utilise the advantages of these tools while mitigating the impacts of their disadvantages. Limitations and future research opportunities are also outlined.

Suggested Citation

  • Ivanov, Stanislav & Soliman, Mohammad & Tuomi, Aarni & Alkathiri, Nasser Alhamar & Al-Alawi, Alamir N., 2024. "Drivers of generative AI adoption in higher education through the lens of the Theory of Planned Behaviour," Technology in Society, Elsevier, vol. 77(C).
    • Handle: RePEc:eee:teinso:v:77:y:2024:i:c:s0160791x24000691
    DOI: 10.1016/j.techsoc.2024.102521
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    3. Hung, Chih-Lung & Wu, Jen-Her & Chiang, Po-Chuen & Li, Qi & Chen, Yi-Cheng, 2025. "Factors driving user behavior and value creation with text-to-image generative artificial intelligence (AI): A systems theory perspective," Technology in Society, Elsevier, vol. 83(C).
    4. Njuguna, Gerald Nderitu & Qingfei, Min, 2026. "How would prompt completion editing impact user experience scores in academic research with large language models?," Technology in Society, Elsevier, vol. 84(C).
    5. Lu, Hang, 2024. "Exploring the predictors of public acceptance of artificial intelligence-based resurrection technologies," Technology in Society, Elsevier, vol. 78(C).
    6. Lutong Sun & Rubin Lian & Wei Gao & Mei Zhao & Hui Wang, 2025. "Evaluating Green Campus Environments in Chinese Universities from Subjective Perceptions: A Textual Semantic and Importance–Performance Analysis Through a Satisfaction Survey," Land, MDPI, vol. 14(4), pages 1-30, April.
    7. Shankar T. Naskar & Jose Maria Merigo Lindahl, 2026. "Forty years of the theory of planned behavior: a bibliometric analysis (1985–2024)," Management Review Quarterly, Springer, vol. 76(1), pages 573-632, February.
    8. Bouebdallah, Najla & Ben Youssef, Wissem Ajili, 2025. "Assessing students’ intention to adopt generative artificial intelligence," Journal of Accounting Education, Elsevier, vol. 72(C).
    9. Wang, Shaofeng & Zhang, Hao, 2024. "Green entrepreneurship success in the age of generative artificial intelligence: The interplay of technology adoption, knowledge management, and government support," Technology in Society, Elsevier, vol. 79(C).
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    11. Samina Zamir & Muhammad Sajid Mehmood & Babar Nawaz Abbasi & Wenfang Li & Zhencun Wang, 2025. "Examining the role of higher education learning, research excellence, and innovation capacity in driving AI-technological advancements in Nordic countries," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-16, December.
    12. Li, Chenxi & Lin, Yixun & Chen, Ruqing & Chen, Jing (Elaine), 2025. "How do users adopt AI-generated content (AIGC)? An exploration of content cues and interactive cues," Technology in Society, Elsevier, vol. 81(C).

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