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This study explores the role of social influence in the adoption strategies of generative artificial intelligence (GenAI) among graduate and undergraduate students. Using the Unified Theory of the Acceptance and Use of Technology (UTAUT) and its key behaviour intention determinant, social influence, the relationship between GenAI popularity among peers and its use intention was examined. Survey data (271 UAE university students) revealed a significant relationship between social influence and GenAI use intention, with undergraduate students being more affected by peers than graduates. This difference may be explained by higher autonomy, level of independence, and less cohesive peer networks among graduate students. The increased GenAI popularity among undergraduate students can also be attributed to some degree to the non-voluntary nature of their environment and a stronger peer influence. The study contributes to UTAUT advancement by extending the social influence construct to voluntary and non-voluntary GenAI use settings.
Korchak et al. (Tue,) studied this question.