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<p>The study aims to evaluate how attitude, subjective norms, perceived behavioral control, and behavioral intention influence the use of AI among public university students of Bangladesh. The study collected data from the students of public universities of Bangladesh by using convenience sampling. We have collected data from 416 participants through a questionnaire designed with a five-point Likert scale. Data were analyzed using IBM SPSS Statistics 27 and SmartPLS 4.1.1.5. The study’s findings revealed that attitude, subjective norms, perceived behavioral control, and behavioral intention positively and significantly influence students’ desire and actual behavior to adopt AI tools. Perceived behavioral control is identified as the most influential factor (directly and indirectly), subsequently attitude, and subjective norms of both behavioral intention and actual use behavior to adopt AI tools. The study assists academics and policymakers in comprehending the elements that inspire students to utilize AI tools, enabling them to formulate user-friendly policies for student development. The study’s scope was confined to students at public universities in Bangladesh. Data were collected using a closed-ended, structured questionnaire, which limited participants’ opportunity to offer detailed explanations. Additionally, the cross-sectional design prevents establishing causal relationships among the variables. This is the first study in the Bangladesh context that examines students’ actual behavior toward AI, utilizing the Theory of Planned Behavior, a framework overlooked in prior research.</p>

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Decoding AI Adoption through the TPB Framework: A Mediation Model on AI Use Among University Students

  • 期刊论文

  • 发表日期：

    2026年7月24日

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  • Rajib Malakar,
  • Md. Sahidur Rahman

摘要

The study aims to evaluate how attitude, subjective norms, perceived behavioral control, and behavioral intention influence the use of AI among public university students of Bangladesh. The study collected data from the students of public universities of Bangladesh by using convenience sampling. We have collected data from 416 participants through a questionnaire designed with a five-point Likert scale. Data were analyzed using IBM SPSS Statistics 27 and SmartPLS 4.1.1.5. The study’s findings revealed that attitude, subjective norms, perceived behavioral control, and behavioral intention positively and significantly influence students’ desire and actual behavior to adopt AI tools. Perceived behavioral control is identified as the most influential factor (directly and indirectly), subsequently attitude, and subjective norms of both behavioral intention and actual use behavior to adopt AI tools. The study assists academics and policymakers in comprehending the elements that inspire students to utilize AI tools, enabling them to formulate user-friendly policies for student development. The study’s scope was confined to students at public universities in Bangladesh. Data were collected using a closed-ended, structured questionnaire, which limited participants’ opportunity to offer detailed explanations. Additionally, the cross-sectional design prevents establishing causal relationships among the variables. This is the first study in the Bangladesh context that examines students’ actual behavior toward AI, utilizing the Theory of Planned Behavior, a framework overlooked in prior research.