Building a Model of AI Adoption among University Students in the Eastern Region of Thailand

Based on the remarkable use of Artificial Intelligence (AI) among university students in their educational settings, this study investigated student AI adoption by focusing on students in the eastern region of Thailand. The methodology utilized a quantitative approach and Structural Equation Modeling (SEM) on data obtained from 435 survey respondents. The study examined both psychological and behavioral variables affecting AI usage by employing the Unified Theory of Acceptance and Use of Technology (UTAUT). The results of the model suggested three AI-specific psychological factors (intention, satisfaction, and anxiety) that significantly predict AI user behavior. AI user intention and AI user satisfaction have significant impacts on AI user behavior. Additionally, this paper highlights the need for collaborative effort between AI developers, educators, and policy makers to further develop an AI ecosystem that is both technologically sound and culturally aligned with educational goals and societal values. This research contributes to the literature addressing AI in educational environments by offering an empirical study and by giving a refined theoretical model to understand AI adoption among university students.