articleComputers and Education Artificial IntelligenceFeb 4, 2025GOLD OA

Extending the technology acceptance model: The role of subjective norms, ethics, and trust in AI tool adoption among students

RHRochman Hadi MustofaTGTrian Gigih KuncoroDADwi AtmonoHDHardika Dwi HermawanSSSukirman Sukirman
Indexed incrossrefdoaj

Abstract

This study extends the Technology Acceptance Model (TAM) to investigate the adoption of AI tools among university students, incorporating Ethics and Trust as moderating variables and Subjective Norms as a quadratic variable. Structural Equation Modeling (SEM) on a sample of 437 students’ reveals that Perceived Usefulness (PU) significantly influences Attitude Toward Using (ATU), while Perceived Ease of Use (PU) significantly influences Attitude Toward Using (ATU), while Perceived Ease of Use (PEoU) does not, suggesting familiarity with technology reduces the role of ease of use. Ethics positively impacts ATU, highlighting its importance in shaping attitudes. However, Ethics and Trust do not moderate the…

Citation impact

67
total citations
FWCI
215.33
Percentile
100%
References
140
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Authors

5

Topics & keywords

Topics
Keywords
  • Technology acceptance model
  • Psychology
  • Engineering ethics
  • Social psychology
  • Computer science
  • Engineering
  • Human–computer interaction
  • Usability
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