Factors influencing artificial intelligence (AI) use in learning and research among university students in Vietnam

In the context of digital transformation reshaping the higher education ecosystem, the integration of artificial intelligence (AI) into learning and research activities has emerged as a key driver for enhancing academic effectiveness. Although AI tools are increasingly used to support students’ academic tasks, there remains limited understanding of the factors that shape university students’ satisfaction and AI usage behavior, particularly in the Vietnamese higher education context. To address this research gap, this study investigates the factors influencing university students’ AI adoption in learning and research by integrating technology readiness characteristics with perceptions of usefulness, ease of use, enjoyment, innovation, and satisfaction through an online survey of 1,203 students enrolled across multiple universities in Vietnam. Data were collected through a questionnaire employing a five-point Likert scale, and the proposed hypotheses were examined using the PLS-SEM approach implemented in SmartPLS 4.0. The results indicate that technology optimism, perceived usefulness, perceived ease of use, technology innovation, and perceived enjoyment all exert significant positive effects on students’ satisfaction and AI usage behavior. Specifically, technology optimism and technology innovativeness positively influence students’ perceptions of AI usefulness and ease of use, while technology discomfort and technology insecurity also show positive effects, suggesting that students’ concerns may encourage more careful and purposeful AI use. These findings contribute to the expansion of the technology motivation framework in the emerging higher education context by showing that students’ AI adoption is shaped not only by positive technology readiness characteristics but also by their responses to concerns associated with AI use. The study also provide practical implications for institutions in policy planning, digital platform implementation, and optimizing AI-enhanced learning environments. In particular, higher education institutions should provide AI training, ethical guidelines, and support mechanisms to enhance students’ confidence, responsible AI use, and satisfaction.