Adoption of ChatGPT in Higher Education: A UTAUT Based Comparative Study of Students and Lecturers

This study explores the adoption of Generative AI (GenAI) technologies, specifically ChatGPT, among students and lecturers in higher education through the lens of the Unified Theory of Acceptance and Use of Technology (UTAUT). Using a quantitative cross-sectional survey design and a purposive—convenience sampling approach, data were collected from 415 participants (296 students and 119 lecturers) through an online questionnaire. Results highlight Performance Expectancy as the strongest predictor of ChatGPT use for both groups, underscoring the importance of perceived academic benefits. Social Influence also played a key role, especially among students, where peer use increased adoption, with stronger effects noted among female students. Among lecturers, social factors influenced perceptions of ChatGPT's usefulness more than ease of use. Additionally, an indirect link was found between procrastination and ChatGPT use, mediated by academic performance pressure. The study offers practical insights for institutions, emphasizing the need for pedagogical guidelines and training to support effective GenAI integration.