Integrating AI Literacy with the TPB-TAM Framework to Explore Chinese University Students’ Adoption of Generative AI

This study examines Chinese university students’ adoption of generative artificial intelligence (GenAI) tools by integrating the Theory of Planned Behavior (TPB), the Technology Acceptance Model (TAM), and AI literacy dimensions into a hybrid framework. Survey data from 1006 students across various majors and regions are analyzed using partial least squares structural equation modeling. Notably, AI literacy (i.e., students’ AI ethics, evaluation, and awareness) positively affect their attitudes, subjective norms, and perceived behavioral control, although the influence patterns vary according to the literacy dimension. Perceived privacy risks reduce AI trust, which mediates adoption behavior. Overall, core TPB pathways are validated, with behavioral intentions significantly predicting students’ actual use. Gender and regional differences moderate the key relationships. The results of this study suggest that enhancing students’ ethical and evaluative competencies, building user trust, and addressing privacy concerns could promote generative AI integration in education.