Deconstructing University Learners' Adoption Intention Towards AIGC Technology: A Mixed‐Methods Study Using ChatGPT as an Example

ABSTRACT Background ChatGPT, as a cutting‐edge technology in education, is set to significantly transform the educational landscape, raising concerns about technological ethics and educational equity. Existing studies have not fully explored learners' intentions to adopt artificial intelligence generated content (AIGC) technology, highlighting the need for deeper insights into the factors influencing adoption. Objectives This study aims to investigate higher education learners' adoption intentions towards AIGC technology, with a focus on understanding the underlying reasons and future prospects for its application in education. Methods The research is divided into two phases. First, an exploratory analysis…