Why do students use GenAI? Integrating the ARCS motivation model and UTAUT to explain students’ behavioral intention and academic use behavior

Didah  Nurhamidah; Lutfi Syauki Faznur; Nuryani Nuryani; Teguh Arie Sandy; Syihaabul Hudaa

doi:10.32674/cn9xwm10

Authors

Didah Nurhamidah Universitas Negeri Jakarta
Lutfi Syauki Faznur Universitas Muhammadiyah Jakarta
Nuryani Nuryani UIN Syarif Hidayatullah Jakarta
Teguh Arie Sandy Ahli Media Consultant
Syihaabul Hudaa Institut Teknologi dan Bisnis Ahmad Dahlan Jakarta

DOI:

https://doi.org/10.32674/cn9xwm10

Keywords:

academic use behavior, ARCS motivation model, behavioral intention, generative artificial intelligence, PLS-SEM, students, UTAUT

Abstract

Generative artificial intelligence (GenAI) is becoming embedded in higher education, but adoption research often separates technology acceptance from students’ motivational experience. This study integrates the ARCS Motivation Model and UTAUT to examine behavioral intention and academic GenAI use behavior among Indonesian higher education students. Data were obtained from 308 valid survey responses and analyzed using SmartPLS 4 with 5,000 bootstrap samples. Confidence (β = .261, p < .001), social influence (β = .263, p = .002), and facilitating conditions (β = .282, p < .001) were positively associated with behavioral intention. Behavioral intention (β = .347, p < .001) and facilitating conditions (β = .520, p < .001) were positively associated with user behavior. The model explained 65.7% of behavioral intention and 65.9% of user behavior. PLSpredict indicated positive predictive relevance for both endogenous constructs.

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