This study examines the antecedent factors impacting students' engagement, satisfaction, and continuance intention with GenAI by using the stimulus-organism-response (S-O-R) model.
Data were collected from 507 students enrolled in Indian higher education institutions using purposive and snowball sampling techniques. An online survey was conducted after obtaining informed consent. The data were analyzed using partial least squares-structural equation modeling (PLS-SEM). Both the measurement and structural models were assessed to establish reliability, validity, and overall model fit using recommended indices.
The findings confirm the significant relationships between innovativeness, social influence, and content richness, and the hedonic and utilitarian values associated with GenAI, except for information timeliness. Additionally, the study reveals that hedonic and utilitarian values influence student satisfaction and continuance intention of GenAI usage.
This research not only enhances our understanding of GenAI's impact on students' engagement, satisfaction, and continuance intention but also provides valuable insights for GenAI platforms, educational institutions, and educators. The study suggests strategies to leverage this technology effectively to enhance overall student performance.
