Unlocking students' continuance intention to use generative AI for educational purposes: the dual role of habit

Mã số article-28305
DOI 10.1108/jts-08-2025-0038
Từ khóa: GenAI Habit Expectancy-confirmation model Technology readiness index Innovativeness Technology use

Tóm tắt

PurposeGenerative artificial intelligence (GenAI) plays a crucial role in academic sustainability as it enables personalized learning experiences and fosters innovative problem-solving approaches. Based on the technology readiness index (TRI) and the expectancy–confirmation model (ECM), this study aims to propose and validate a research model that examines the nexus between individual technology-related traits, performance expectancy, confirmation of expectations, satisfaction and continuance intention to use GenAI for learning purposes. Furthermore, the mediating and moderating mechanisms of habit on the relationship between satisfaction and continuance intention are clarified.Design/methodology/approachData were collected through paper-based questionnaires administered to 419 higher education students from universities in Hanoi, using a non-probability convenience sampling technique. Partial least squares structural equation modeling was used for empirical analysis.FindingsResults show that optimism and innovativeness positively influence performance expectancy and confirmation of expectations. Insecurity negatively influences confirmation of expectations, while discomfort negatively affects performance expectancy. The study confirms the positive relationships between confirmation of expectations, performance expectancy, satisfaction and continuance intention, as proposed by the ECM. Interestingly, habit serves as both a positive mediator and a negative moderator in the relationship between satisfaction and continuance intention.Originality/valueThis research contributes to understanding higher education students' behavior toward GenAI usage for learning in the post-adoption stage. The findings confirm that individual characteristics predict ECM variables, advancing our understanding of ECM antecedents and TRI outcomes. Notably, this study reveals the dual role of habit in the satisfaction-continuance intention relationship: habit positively mediates the effect of satisfaction on continuance intention and negatively moderates the same relationship. These findings enrich the literature on the mechanisms and boundary conditions affecting the relationship between satisfaction and continuance intention.

Chia sẻ bài viết

Facebook X LinkedIn Email

Tài liệu tham khảo

1.
citation_title=Examining the main mobile learning system drivers’ effects: a mix empirical examination of both the Expectation-Confirmation Model (ECM) and the Technology Acceptance Model (TAM); citation_author=Alshurideh M.; citation_author=Al Kurdi B.; citation_author=Salloum S.A.; citation_publisher=Springer, Cham; citation_journal_title=Proceedings of the International Conference on Advanced Intelligent Systems and Informatics 2019, AISI 2019, Advances in Intelligent Systems and Computing; citation_year=2019; citation_volume=1058;
2.
citation_title=Understanding the effect of the discrepancy between sought and obtained gratification on social networking site users' satisfaction and continuance intention; citation_author=Bae M.; citation_journal_title=Computers in Human Behavior; citation_year=2018; citation_volume=79; citation_pages=137-153;
3.
citation_title=Practical issues in structural modeling; citation_author=Bentler P.M.; citation_author=Chou C.-P.; citation_journal_title=Sociological Methods and Research; citation_year=1987; citation_volume=16; citation_issue=1; citation_pages=78-117;
4.
citation_title=Understanding information systems continuance: an expectation-confirmation model; citation_author=Bhattacherjee A.; citation_journal_title=MIS Quarterly; citation_year=2001; citation_volume=25; citation_issue=3; citation_pages=351-370;
5.
citation_title=Back-translation for cross-cultural research; citation_author=Brislin R.W.; citation_journal_title=Journal of Cross-Cultural Psychology; citation_year=1970; citation_volume=1; citation_issue=3; citation_pages=185-216;
6.
citation_title=AI adoption: a new perspective from accounting students in Vietnam; citation_author=Bui H.Q.; citation_author=Phan Q.T.B.; citation_author=Nguyen H.T.; citation_journal_title=Journal of Asian Business and Economic Studies; citation_year=2025; citation_volume=32; citation_issue=1; citation_pages=40-51;
7.
citation_title=Integrating technology readiness into the expectation–confirmation model: an empirical study of mobile services; citation_author=Chen S.C.; citation_author=Liu M.L.; citation_author=Lin C.P.; citation_journal_title=Cyberpsychology, Behavior, and Social Networking; citation_year=2013; citation_volume=16; citation_issue=8; citation_pages=604-612;
8.
citation_title=Re-examining the influence of trust on online repeat purchase intention: the moderating role of habit and its antecedents; citation_author=Chiu C.-M.; citation_author=Hsu M.-H.; citation_author=Lai H.; citation_author=Chang C.-M.; citation_journal_title=Decision Support Systems; citation_year=2012; citation_volume=53; citation_issue=4; citation_pages=835-845;
9.
citation_title=Tourists’ intention to visit a destination: the role of augmented reality (AR) application for a heritage site; citation_author=Chung N.; citation_author=Han H.; citation_author=Joun Y.; citation_journal_title=Computers in Human Behavior; citation_year=2015; citation_volume=50; citation_pages=588-599;
10.
citation_author=Cochran W.G.; citation_publisher=Wiley, New York; citation_title=Sampling Techniques; citation_year=1977;
11.
citation_title=Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments; citation_author=Cronin J.J.; citation_author=Brady M.K.; citation_author=Hult G.T.M.; citation_journal_title=Journal of Retailing; citation_year=2000; citation_volume=76; citation_issue=2; citation_pages=193-218;
12.
citation_title=Modeling Gen Z continuance intention toward ubiquitous media system: applying technology readiness and technology acceptance model; citation_author=Dadvari A.; citation_author=Do B.R.; citation_journal_title=International Journal on Information and Management Sciences; citation_year=2019; citation_volume=30; citation_issue=1; citation_pages=37-56;
13.
citation_title=Understanding continuance intention among MOOC participants: the role of habit and MOOC performance; citation_author=Dai H.M.; citation_author=Teo T.; citation_author=Rappa N.A.; citation_journal_title=Computers in Human Behavior; citation_year=2020; citation_volume=112;
14.
citation_title=Perceived usefulness, perceived ease of use, and user acceptance of information technology; citation_author=Davis F.D.; citation_journal_title=MIS Quarterly; citation_year=1989; citation_volume=13; citation_issue=3; citation_pages=319-340;
15.
citation_title=Predicting students' continued intention to use E-learning platform for college English study: the mediating effect of E-satisfaction and habit; citation_author=Deng P.; citation_author=Chen B.; citation_author=Wang L.; citation_journal_title=Frontiers in Psychology; citation_year=2023; citation_volume=14;
16.
citation_title=Applying a modified technology acceptance model to explain higher education students' usage of ChatGPT: a serial multiple mediation model with knowledge sharing as a moderator; citation_author=Duong C.D.; citation_author=Vu T.N.; citation_author=Ngo T.V.N.; citation_journal_title=International Journal of Management in Education; citation_year=2023; citation_volume=21; citation_issue=3;
17.
citation_title=Modeling the determinants of HEI students' continuance intention to use ChatGPT for learning: a stimulus–organism–response approach; citation_author=Duong C.D.; citation_journal_title=Journal of Research in Innovative Teaching and Learning; citation_year=2024; citation_volume=17; citation_issue=2; citation_pages=391-407;
18.
citation_title=Student technology readiness and its impact on cultural competency; citation_author=Elliott K.M.; citation_author=Hall M.C.; citation_author=Meng J.G.; citation_journal_title=College Teaching Methods and Styles Journal; citation_year=2008; citation_volume=4; citation_issue=6; citation_pages=11-22;
19.
citation_title=Structural equation models with unobservable and measurement error; citation_author=Fornell C.; citation_author=Larcker D.; citation_journal_title=Journal of Marketing Research; citation_year=1981; citation_volume=18; citation_issue=1; citation_pages=39-50;
20.
citation_title=Investigating self-directed learning and technology readiness in blending learning environment; citation_author=Geng S.; citation_author=Law K.M.Y.; citation_author=Niu B.; citation_journal_title=International Journal of Educational Technology in Higher Education; citation_year=2019; citation_volume=16; citation_issue=1; citation_pages=17
21.
citation_title=The promise and challenges of generative AI in education; citation_author=Giannakos M.; citation_author=Azevedo R.; citation_author=Brusilovsky P.; citation_author=Cukurova M.; citation_author=Dimitriadis Y.; citation_author=Hernandez-Leo D.; citation_author=Järvelä S.; citation_author=Mavrikis M.; citation_author=Rienties B.; citation_journal_title=Behaviour and Information Technology; citation_year=2025; citation_volume=44; citation_issue=11; citation_pages=2518-2544;
22.
citation_title=The effect of user manual quality on customer satisfaction: the mediating effect of perceived product quality; citation_author=Gök O.; citation_author=Ersoy P.; citation_author=Börühan G.; citation_journal_title=Journal of Product and Brand Management; citation_year=2019; citation_volume=28; citation_issue=4; citation_pages=475-488;
23.
citation_author=Habes M.; citation_author=Alanani A.; citation_author=Youssef E.; citation_author=Sharif H.; citation_publisher=Springer Nature Switzerland, Cham; citation_title=Artificial Intelligence in Education: The Power and Dangers of ChatGPT in the Classroom; citation_year=2024; citation_pages=127-141;
24.
citation_title=When to use and how to report the results of PLS-SEM; citation_author=Hair J.F.; citation_author=Risher J.J.; citation_author=Sarstedt M.; citation_author=Ringle C.M.; citation_journal_title=European Business Review; citation_year=2019; citation_volume=31; citation_issue=1; citation_pages=2-24;
25.
citation_author=Henseler J.; citation_author=Ringle C.M.; citation_author=Sinkovics R.R.; citation_publisher=Emerald Group Publishing, ; citation_title=New Challenges to International Marketing; citation_year=2009; citation_volume=20; citation_pages=277-319;
26.
citation_title=A new criterion for assessing discriminant validity in variance-based structural equation modeling; citation_author=Henseler J.; citation_author=Ringle C.M.; citation_author=Sarstedt M.; citation_journal_title=Journal of the Academy of Marketing Science; citation_year=2015; citation_volume=3; citation_issue=1; citation_pages=115-135;
27.
citation_title=Understanding higher education learners' acceptance and use of mobile devices for language learning: a Rasch-based path modeling approach; citation_author=Hoi V.N.; citation_journal_title=Computers and Education; citation_year=2020; citation_volume=146;
28.
citation_title=What drives purchase intention for paid mobile apps?–An expectation confirmation model with perceived value; citation_author=Hsu C.L.; citation_author=Lin J.C.C.; citation_journal_title=Electronic Commerce Research and Applications; citation_year=2015; citation_volume=14; citation_issue=1; citation_pages=46-57;
29.
citation_title=Understanding the determinants of online repeat purchase intention and moderating role of habit: the case of online group-buying in Taiwan; citation_author=Hsu M.H.; citation_author=Chang C.M.; citation_author=Chuang L.W.; citation_journal_title=International Journal of Information Management; citation_year=2015; citation_volume=35; citation_issue=1; citation_pages=45-56;
30.
citation_title=The role of ChatGPT in scientific communication: writing better scientific review articles; citation_author=Huang J.; citation_author=Tan M.; citation_journal_title=American Journal of Cancer Research; citation_year=2023; citation_volume=13; citation_issue=4; citation_pages=1148-1154;
31.
citation_title=An integrated framework for the adoption and continuance intention to use mobile payment apps; citation_author=Humbani M.; citation_author=Wiese M.; citation_journal_title=International Journal of Bank Marketing; citation_year=2019; citation_volume=37; citation_issue=2; citation_pages=646-664;
32.
citation_title=A comprehensive conceptualization of post-adoptive behaviors associated with information technology enabled work systems; citation_author=Jasperson J.; citation_author=Carter P.E.; citation_author=Zmud R.W.; citation_journal_title=MIS Quarterly; citation_year=2005; citation_volume=29; citation_issue=3; citation_pages=525-557;
33.
citation_title=Combining technology readiness and acceptance model for investigating the acceptance of m-learning in higher education in India; citation_author=Kampa R.K.; citation_journal_title=Asian Association of Open Universities Journal; citation_year=2023; citation_volume=18; citation_issue=2; citation_pages=105-120;
34.
citation_title=ChatGPT for good? On opportunities and challenges of large language models for education; citation_author=Kasneci E.; citation_author=Seßler K.; citation_author=Küchemann S.; citation_author=Bannert M.; citation_author=Dementieva D.; citation_author=Fischer F.; citation_author=Gasser U.; citation_author=Groh G.; citation_author=Günnemann S.; citation_author=Hüllermeier E.; citation_author=Krusche S.; citation_author=Kutyniok G.; citation_author=Michaeli T.; citation_author=Nerdel C.; citation_author=Pfeffer J.; citation_author=Poquet O.; citation_author=Sailer M.; citation_author=Schmidt A.; citation_author=Seidel T.; citation_author=Stadler M.; citation_author=Weller J.; citation_author=Kuhn J.; citation_author=Kasneci G.; citation_journal_title=Learning and Individual Differences; citation_year=2023; citation_volume=103;
35.
citation_title=Influence of technology readiness in adoption of e-learning; citation_author=Kaushik M.; citation_author=Agrawal D.; citation_journal_title=International Journal of Educational Management; citation_year=2021; citation_volume=35; citation_issue=2; citation_pages=483-495;
36.
citation_title=Exploring the effects of artificial intelligence on student and academic well-being in higher education: a mini-review; citation_author=Klimova B.; citation_author=Pikhart M.; citation_journal_title=Frontiers in Psychology; citation_year=2025; citation_volume=16;
37.
citation_title=Technology readiness, internet self‐efficacy and computing experience of professional accounting students; citation_author=Lai M.; citation_journal_title=Campus-Wide Information Systems; citation_year=2008; citation_volume=25; citation_issue=1; citation_pages=18-29;
38.
citation_title=Explaining and predicting users' continuance intention toward e-learning: an extension of the expectation–confirmation model; citation_author=Lee M.C.; citation_journal_title=Computers and Education; citation_year=2010; citation_volume=54; citation_issue=2; citation_pages=506-516;
39.
citation_title=A study on the effect of customer habits on revisit intention focusing on franchise coffee shops; citation_author=Lee H.-J.; citation_journal_title=Information; citation_year=2022; citation_volume=13; citation_issue=2; citation_pages=86
40.
citation_title=E-health/m-health adoption and lifestyle improvements: exploring the roles of technology readiness, the expectation-confirmation model, and health-related information activities; citation_author=Leung L.; citation_author=Chen C.; citation_journal_title=Telecommunications Policy; citation_year=2019; citation_volume=43; citation_issue=6; citation_pages=563-575;
41.
citation_title=Generative AI and the future of education: ragnarök or reformation? A paradoxical perspective from management educators; citation_author=Lim W.M.; citation_author=Gunasekara A.; citation_author=Pallant J.L.; citation_author=Pallant J.I.; citation_author=Pechenkina E.; citation_journal_title=International Journal of Management in Education; citation_year=2023; citation_volume=21; citation_issue=2;
42.
citation_title=Predicting the continued use of Internet-based learning technologies: the role of habit; citation_author=Limayem M.; citation_author=Cheung C.M.; citation_journal_title=Behaviour and Information Technology; citation_year=2011; citation_volume=30; citation_issue=1; citation_pages=91-99;
43.
citation_title=Developing AI literacy for primary school teachers in China and suggestions for Vietnam; citation_author=Lin L.; citation_author=Ming L.Y.; citation_journal_title=Journal of Science Educational Science; citation_year=2025; citation_volume=70; citation_issue=4; citation_pages=106-115;
44.
citation_title=Integrating technology readiness into technology acceptance: the TRAM model; citation_author=Lin C.H.; citation_author=Shih H.Y.; citation_author=Sher P.J.; citation_journal_title=Psychology and Marketing; citation_year=2007; citation_volume=24; citation_issue=7; citation_pages=641-657;
45.
citation_title=The integration of value-based adoption and expectation–confirmation models: an example of IPTV continuance intention; citation_author=Lin T.C.; citation_author=Wu S.; citation_author=Hsu J.S.C.; citation_author=Chou Y.C.; citation_journal_title=Decision Support Systems; citation_year=2012; citation_volume=54; citation_issue=1; citation_pages=63-75;
46.
citation_title=Toward a unified theory of technology continuance: effects of conscious versus unconscious factors; citation_author=Nguyen D.M.; citation_author=Chiu Y.T.H.; citation_author=Vu H.Q.; citation_author=Nguyen T.; citation_journal_title=Journal of Consumer Behaviour; citation_year=2022; citation_volume=21; citation_issue=5; citation_pages=1219-1235;
47.
citation_title=Consumer buying intention in livestreaming commerce: an integrated model of socio-technical system theory and uses and gratifications theory; citation_author=Nguyen H.G.; citation_author=Nguyen D.T.; citation_author=Le B.N.; citation_journal_title=Pakistan Journal of Commerce and Social Sciences; citation_year=2025; citation_volume=19; citation_issue=2; citation_pages=198-225;
48.
citation_title=The impact of technology readiness and use perceptions on students' adoption of artificial intelligence: the moderating role of gender; citation_author=Nouraldeen R.M.; citation_journal_title=Development and Learning in Organizations: An International Journal; citation_year=2023; citation_volume=37; citation_issue=3; citation_pages=7-10;
49.
citation_title=A cognitive model of the antecedents and consequences of satisfaction decisions; citation_author=Oliver R.L.; citation_journal_title=Journal of Marketing Research; citation_year=1980; citation_volume=17; citation_issue=4; citation_pages=460-469;
50.
citation_title=Open artificial intelligence platforms in nursing education: tools for academic progress or abuse?; citation_author=O'Connor S.; citation_author=ChatGPT; citation_journal_title=Nurse Education in Practice; citation_year=2022; citation_volume=66;
51.
citation_title=Technology Readiness Index (Tri): a multiple-item scale to measure readiness to embrace new technologies; citation_author=Parasuraman A.; citation_journal_title=Journal of Service Research; citation_year=2000; citation_volume=2; citation_issue=4; citation_pages=307-320;
52.
citation_author=Parasuraman A.; citation_author=Colby C.L.; citation_publisher=The Free Press, ; citation_title=Techno-ready Marketing: How and Why Your Customers Adopt Technology; citation_year=2007;
53.
citation_title=An updated and streamlined technology readiness index: TRI 2.0; citation_author=Parasuraman A.; citation_author=Colby C.L.; citation_journal_title=Journal of Service Research; citation_year=2015; citation_volume=18; citation_issue=1; citation_pages=59-74;
54.
Pedro F., Subosa M., Rivas A. and Valverde P. ( 2019 ), “ Artificial intelligence in education : challenges and opportunities for sustainable development ”, available at: https://repositorio.minedu.gob.pe/handle/20.500.12799/6533 ( accessed 26 June 2025 ).
55.
citation_title=Sources of method bias in social science research and recommendations on how to control it; citation_author=Podsakoff P.M.; citation_author=MacKenzie S.B.; citation_author=Podsakoff N.P.; citation_journal_title=Annual Review of Psychology; citation_year=2012; citation_volume=63; citation_issue=1; citation_pages=539-569;
56.
citation_title=Discussing ChatGPT in education: a literature review and bibliometric analysis; citation_author=Pradana M.; citation_author=Elisa H.P.; citation_author=Syarifuddin S.; citation_journal_title=Cogent Education; citation_year=2023; citation_volume=10; citation_issue=2;
57.
citation_title=Understanding travelers’ behavior for sustainable smart tourism: a technology readiness perspective; citation_author=Pradhan M.; citation_author=Oh J.; citation_author=Lee H.; citation_journal_title=Sustainability; citation_year=2018; citation_volume=10; citation_issue=11;
58.
citation_title=Nexus between integrating technology readiness 2.0 index and students' e-library services adoption amid the COVID-19 challenges: implications based on the theory of planned behavior; citation_author=Rahmat T.E.; citation_author=Raza S.; citation_author=Zahid H.; citation_author=Abbas J.; citation_author=Sobri F.A.M.; citation_author=Sidiki S.N.; citation_journal_title=Journal of Education and Health Promotion; citation_year=2022; citation_volume=11; citation_issue=1; citation_pages=50
59.
citation_title=Editor's Comments: a critical look at the use of PLS-SEM in ‘MIS Quarterly’; citation_author=Ringle C.M.; citation_author=Sarstedt M.; citation_author=Straub D.M.; citation_journal_title=MIS Quarterly; citation_year=2012; citation_volume=36; citation_issue=1; citation_pages=iii-xiv;
60.
citation_title=A structural model of student continuance intentions in ChatGPT adoption; citation_author=Saxena A.; citation_author=Doleck T.; citation_journal_title=Eurasia Journal of Mathematics, Science and Technology Education; citation_year=2023; citation_volume=19; citation_issue=12;
61.
citation_title=Continuance intention of ChatGPT use by students; citation_author=Shah C.S.; citation_author=Mathur S.; citation_author=Vishnoi S.K.; citation_publisher=Springer Nature Switzerland, ; citation_year=2023; citation_pages=159-175;
62.
citation_author=Singh S.; citation_author=Paiva J.; citation_publisher=Information Discovery and Delivery, ; citation_title=The Role of AI Characteristics and Their Influence on Higher Education Students' Continuance Intention to Use GenAI Tools; citation_year=2025;
63.
citation_title=Cognitive load during problem solving: effects on learning; citation_author=Sweller J.; citation_journal_title=Cognitive Science; citation_year=1988; citation_volume=12; citation_issue=2; citation_pages=257-285;
64.
citation_title=Discovering students' continuous intentions to use ChatGPT in higher education: a tale of two theories; citation_author=Tan C.N.L.; citation_author=Tee M.; citation_author=Koay K.Y.; citation_journal_title=Asian Education and Development Studies; citation_year=2024; citation_volume=13; citation_issue=4; citation_pages=356-372;
65.
citation_title=Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology; citation_author=Venkatesh V.; citation_author=Thong J.Y.L.; citation_author=Xu X.; citation_journal_title=MIS Quarterly; citation_year=2012; citation_volume=36; citation_issue=1; citation_pages=157-178;
66.
citation_title=Competing roles of intention and habit in predicting behavior: a comprehensive literature review, synthesis, and longitudinal field study; citation_author=Venkatesh V.; citation_author=Davis F.D.; citation_author=Zhu Y.; citation_journal_title=International Journal of Information Management; citation_year=2023; citation_volume=71;
67.
citation_title=Understanding female students' entrepreneurial intentions: gender inequality perception as a barrier and perceived family support as a moderator; citation_author=Vu T.D.; citation_author=Bui L.P.; citation_author=Vu P.A.; citation_author=Dang-Van T.; citation_author=Le B.N.; citation_author=Nguyen N.; citation_journal_title=Journal of Entrepreneurship in Emerging Economies; citation_year=2024; citation_volume=17; citation_issue=1; citation_pages=142-163;
68.
citation_title=The effect of service employees’ technology readiness on technology acceptance; citation_author=Walczuch R.; citation_author=Lemmink J.; citation_author=Streukens S.; citation_journal_title=Information and Management; citation_year=2007; citation_volume=44; citation_issue=2; citation_pages=206-215;
69.
citation_title=ChatGPT in higher education: factors influencing ChatGPT user satisfaction and continued use intention; citation_author=Yu C.; citation_author=Yan J.; citation_author=Cai N.; citation_journal_title=Frontiers in Education; citation_year=2024; citation_volume=9;
70.
citation_title=Exploring the factors affecting learners' continuance intention of MOOCs for online collaborative learning: an extended ECM perspective; citation_author=Zhou J.; citation_journal_title=Australasian Journal of Educational Technology; citation_year=2017; citation_volume=33; citation_issue=5;

Tác giả

Sabani, Alvedi College of Business and Law, RMIT University, Melbourne, Australia Nguyen, Hoang Giang Department of Marketing, Posts and Telecommunications Institute of Technology, Hanoi City, Vietnam Le, Darren Division of Supply Chain, PepsiCo, New York, New York State, USA Farah, Mohamed College of Business and Law, RMIT University, Melbourne, Australia

Tệp

PDF

Trích dẫn

APA

Định dạng

Tải trích dẫn

Xuất bản 10 tháng 3, 2026
Ngày nộp bài 10 tháng 3, 2026
Ngày chỉnh sửa 9 tháng 8, 2026
Lượt xem bài6
Lượt xem tài liệu6
Lượt tải xuống3
Chủ sở hữu bản quyền 2026

Cited-by Summary

DOI: 10.1108/jts-08-2025-0038

  • Tạp chí trích dẫn 0
  • Distinct citing articles 0
  • Tổng số bản ghi trích dẫn 0

Liên quan

Các bài khác trong số này

Emerald Volume 14 Issue 1

Xem số phát hành