Integrating TAM And Cost Benefit Theory to Explore University Students’ Acceptance of Chat GPT For Education in Bangladesh

Purpose - This study combines the TAM and cost benefit theory to investigate the Bangladeshi university students’ acceptance of ChatGPT and their intentions to use it for education. Design/methodology/approach – This study constructed a theoretical framework based on AIDA model and cost-benefit theory. The study is quantitative in nature and uses survey method to gather primary data. The first section of the questionnaire included demographic data, while five-point Likert-scale questions measuring the study's components were included in the second half of the questionnaire. 483 responses in all were gathered from various Bangladeshi public and private universities. The relationships between the components in the research model were evaluated using structural equation modeling. Finding – The perceived benefit (relative advantage and service compatibility) significantly influenced perceived usefulness. But the perceived cost (security risk and perceived fee) did not significantly influence perceived usefulness. Perceived usefulness and perceived ease of use demonstrates a strong impact on attitude. Attitude proved to be a significant determinant of behavioural intention. Originality/value – By integrating the TAM and cost-benefit analysis, this study aimed to examine the factors that influence university students' desire to adopt ChatGPT from an academic viewpoint, perhaps providing new insights into adoption. The results offer practitioners, scholars, and educators a thorough understanding of and motivation for the long-term usage of such AI technologies.