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Keywords: Subjective norms
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Journal Articles
Examining the behavioral determinants of AI adoption in higher education: a focus on perceptional factors and demographic differences
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On the Horizon (2025) 33 (2): 245–264.
Published: 18 April 2025
... that the theoretical factors strongly influence the intention of students to adopt AI in higher education. AI anxiety, AI self-efficacy and perceived enjoyment affect ease of use (PEOU). AI literacy, PEOU, relevance and subjective norms influence perceived usefulness (PU). In addition, both PU and PEOU shape students...
