Research on the Factors Affecting College Students’ Behavioral Intention to Use Generative Artificial Intelligence in the Era of Intelligent Media — Based on the Theory of Planned Behavior

Abstract

In the contemporary era of intelligent media, the utilization of generative artificial intelligence (AI) has become a focal point of research, especially concerning the behavioral intentions of college students. This study aims to delve into the complex factors affecting college students’ behavioral intentions toward using generative AI, with a theoretical foundation rooted in the thoroughly researched Theory of Planned Behavior. The primary focus of the research is to understand how the current wave of intelligent media influences college students’ choices and intentions regarding the adoption of generative AI. This study aims to provide valuable insights into the subtle factors influencing college students’ intentions to interact with generative AI. By bridging the theoretical framework with practical application, the research strives to offer feasible suggestions for educators, policymakers, and AI developers seeking to enhance the integration of generative AI in the academic field.