Factors influencing academic staff satisfaction and continuous usage of generative artificial intelligence (GenAI) in higher education

Abstract Generative Artificial Intelligence (GenAI) tools hold significant promises for enhancing teaching and learning outcomes in higher education. However, continues usage behavior and satisfaction of educators with GenAI systems are still less explored. Therefore, this study aims to identify factors influencing academic staff satisfaction and continuous GenAI usage in higher education, employing a survey method and analyzing data using Partial Least Squares Structural Equation Modeling (PLS-SEM). This research utilized the Unified Theory of Acceptance and Use of Technology (UTAUT) and the Expectation Confirmation Model (ECM) as its theoretical foundations, while also integrating ethical concerns as a…