Generative AI in Higher Education Assessments: Examining the Impact of Risk and Tech-Savviness on Students’ Adoption : WestminsterResearch

Publication dates
Title	Generative AI in Higher Education Assessments: Examining the Impact of Risk and Tech-Savviness on Students’ Adoption
Type	Journal article
Authors	Oc, Y., Gonsalves, C. and Quamina, L.
Abstract	The integration of generative artificial intelligence (AI) tools is a paradigm shift in enhanced learning methodologies and assessment techniques. This study explores the adoption of generative AI tools in higher education assessments by examining the perceptions of 353 students through a survey and 17 in-depth interviews. Anchored in the Unified Theory of Acceptance and Use of Technology (UTAUT), this study investigates the roles of perceived risk and tech-savviness in the use of AI tools. Perceived risk emerged as a significant deterrent, while trust and tech-savviness were pivotal in shaping student engagement with AI. Tech-savviness not only influenced adoption but also moderated the effect of performance expectancy on AI use. These insights extend UTAUT’s application, highlighting the importance of considering perceived risks and individual proficiency with technology. The findings suggest educators and policymakers need to tailor AI integration strategies to accommodate students’ personal characteristics and diverse needs, harnessing generative AI’s opportunities and mitigating its challenges.
Keywords	Generative AI
	UTAUT
	assessment
	perceived risk
	marketing education
	structural equation modelling (SEM)
Journal	Journal of Marketing Education
ISSN	0273-4753
	1552-6550
Year	2024
Publisher	SAGE Publications
Accepted author manuscript	Generative AI in Higher Education Assessments- Examining Risk and Tech Savviness on Student’s Adoption.pdf File Access Level Open (open metadata and files)
Publisher's version	oc-et-al-2024-generative-ai-in-higher-education-assessments-examining-risk-and-tech-savviness-on-student-s-adoption.pdf License CC BY-NC 4.0 File Access Level Open (open metadata and files)
Digital Object Identifier (DOI)	https://doi.org/10.1177/02734753241302459
Published online	23 Dec 2024

Related outputs

Negative Spill Over Effects in Brand Alliance Crises
Quamina, L. and Singh, J. 2023. Negative Spill Over Effects in Brand Alliance Crises. Public Relations Review. 49 (5) 102394. https://doi.org/10.1016/j.pubrev.2023.102394

Selecting the Right Digital Influencer in B2B Markets: Guidelines for Managers
Crisafulli, B., Singh, J. and Quamina, L. 2023. Selecting the Right Digital Influencer in B2B Markets: Guidelines for Managers. European Business Review.

'Co-branding as a Masstige Strategy for Luxury Brands: Desirable or Not?
Quamina, L., T Xue, M. and Chawdhary, R. 2023. 'Co-branding as a Masstige Strategy for Luxury Brands: Desirable or Not? Journal of Business Research. 158 113704. https://doi.org/10.1016/j.jbusres.2023.113704

Competence is power: How digital influencers impact buying decisions in B2B markets
Crisafulli, B., Quamina, L. and Singh, J. 2022. Competence is power: How digital influencers impact buying decisions in B2B markets. Industrial Marketing Management. 104, pp. 384-399. https://doi.org/10.1016/j.indmarman.2022.05.006

'To trust or not to trust': The impact of social media influencers on the reputation of corporate brands in crisis
Singh, J, Crisafulli, B, Quamina, L. and Xue, M 2020. 'To trust or not to trust': The impact of social media influencers on the reputation of corporate brands in crisis . Journal of Business Research. 119, pp. 464-480. https://doi.org/10.1016/j.jbusres.2020.03.039

The role of brand equity and crisis type on corporate brand alliances in crises
Singh, J., Crisafulli, B., Quamina, L. and Kottasz, R. 2020. The role of brand equity and crisis type on corporate brand alliances in crises. European Management Review. 17 (4), pp. 821-834. https://doi.org/10.1111/emre.12362

‘Corporate image at stake’: The impact of crises and response strategies on consumer perceptions of corporate brand alliances
Singh, J., Crisafulli, Benedetta and Quamina, L. 2020. ‘Corporate image at stake’: The impact of crises and response strategies on consumer perceptions of corporate brand alliances. Journal of Business Research. 117, pp. 839-849. https://doi.org/10.1016/j.jbusres.2019.01.014

How intensity of cause-related marketing guilt appeals influences consumers: The roles of company motive and consumer identification with the brand
Singh, J., Crisafulli, B. and Quamina, L. 2020. How intensity of cause-related marketing guilt appeals influences consumers: The roles of company motive and consumer identification with the brand. Journal of Advertising Research. 60 (2), pp. 148-162. https://doi.org/10.2501/JAR-2018-049

Tackling global challenges through cause-related marketing: How brands should promote their support to social causes
Crisafulli, B., Singh. J. and Quamina, L. 2019. Tackling global challenges through cause-related marketing: How brands should promote their support to social causes. WARC.

Strategic brand alliances: Research advances and practical applications
Singh, J., Quamina, L. and Stavros, K. 2016. Strategic brand alliances: Research advances and practical applications. in: Dall'Olmo Riley, F., Singh, J. and Blankson, C. (ed.) The Routledge Companion to Contemporary Brand Management Abingdon, Oxon Routledge. pp. 120-135

Permalink - https://westminsterresearch.westminster.ac.uk/item/wx644/generative-ai-in-higher-education-assessments-examining-the-impact-of-risk-and-tech-savviness-on-students-adoption

Generative AI in Higher Education Assessments: Examining the Impact of Risk and Tech-Savviness on Students’ Adoption

Related outputs

Share this

Usage statistics

Export as