Virtual Event - Generative AI in higher education assessments: Examining the impact of risk and tech-savviness on students’ adoption
This study explores the integration of generative AI tools in higher education assessments, drawing on survey responses from 353 students and 17 in-depth interviews. Using the Unified Theory of Acceptance and Use of Technology (UTAUT) as a framework, the research identifies perceived risk as a significant barrier to adoption, while trust and tech-savviness play pivotal roles in shaping engagement. Tech-savviness also moderates the impact of performance expectancy on AI use. These findings extend the UTAUT framework by emphasizing the importance of perceived risk and individual technological proficiency. The study suggests educators and policymakers tailor AI strategies to support diverse student needs
Speaker
Dr. Yusuf Öç is a senior lecturer in Marketing education at Bayes Business School, Director of the MSc in Marketing Strategy and Innovation, co-author of Consumer Behavior: Building Market Strategy. He specializes in digital marketing, behavioral economics, and marketing in the age of AI, blending academic insight with practical expertise.
Oc, Y., Gonsalves, C., & Quamina, L. (2024). Generative AI in higher education assessments: Examining the impact of risk and tech-savviness on students’ adoption. Journal of Marketing Education. (In press).
Search for another event