APPLYING THE PLS-SEM MODEL TO ANALYZE THE RELATIONSHIP BETWEEN FACTORS AFFECTING THE INTENTION AND ACTUAL USE OF AI TOOLS (CHATGPT) IN THE WORKPLACE IN HO CHI MINH CITY
TL;DR
The proposed framework integrates the Technology Acceptance Model (TAM), the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), and the Theory of Planned Behavior (TPB), supplemented by local contextual factors related to digital infrastructure.
Abstract
This study examines the factors influencing intention to use and actual use of ChatGPT among students and office workers in Ho Chi Minh City. The proposed framework integrates the Technology Acceptance Model (TAM), the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), and the Theory of Planned Behavior (TPB), supplemented by local contextual factors related to digital infrastructure. A quantitative survey yielded 251 valid responses, which were analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicate that intention to use has a strong positive effect on actual use (β = 0.810), while contextual factors strongly influence attitude (β = 0.793). Personal innovativeness (β = 0.416) has a stronger effect on intention than attitude does. Perceived ease of use is not statistically significant, suggesting that ease of use may function as a baseline expectation for generative AI rather than as a differentiating factor. The study contributes by incorporating local contextual conditions into established adoption models and offers implications for responsible AI adoption in educational institutions and organizations.