Factors influencing the use of Generative AI

This dissertation aims to research the factors influencing the use of generative AI tools. To conduct the study, a Structural Equation Model (SEM) with the Partial Least Squares (PLS) was built and used to test different hypotheses based on six dimensions: performance expectancy, effort expectancy, social influence, trust, behavioural intention and actual use. The research investigates several hypotheses regarding the relationship between these variables, such as whether social influence affects trust and behavioural intention, whether trust influences behavioural intention, and whether behavioural intention leads to the actual use of the model. By applying rigorous measurements to the module evaluation (assessing reliability and validity) and structural module evaluation (analysing hypothesis, path coefficients, significance, R2 values, F2 effect sizes and collinearity measures), robust conclusions were drawn about what drives people to trust, intend to use, or ultimately adopt generative artificial intelligence tools. Behavioural intention is positively influenced by several factors, including social influence, performance expectancy, and trust. Among these, social influence has the greatest impact. Additionally, social influence also positively affects the trust a user has in the system. There is a demonstrated positive relationship between behavioural intention and the effective use of a generative AI tool. Lastly, effort expectancy also had a positive effect on the behavioural attention. However, this effect is minimal and not statistically significant. Understanding the factors that influence use intention is essential for enhancing user adoption and improving system design. By tailoring strategies to meet users' needs, organisations, governments, and people can be more prepared to face the ever-changing world, focusing on elements like social influence, which enables a more positive user experience, ultimately leading to successful implementation of technologies such as generative AI tools.