ASSESSING AI INTEGRATION IN EDUCATION: A COMBINED TAM AND STIMULUS–ORGANISM–RESPONSE FRAMEWORK: A CASE STUDY OF PUBLIC SECTOR UNIVERSITIES OF PAKISTAN

Abstract

The current research aims to examine the relationship between faculty members' willingness to adopt artificial intelligence (AI) apps in Pakistani institutions and their self-efficacy level. It provides a deep insight into the acceptability of technology in the learning institutions by merging two significant theoretical frameworks, namely; Stimulus- Organism- Response (S-O -R) model, and the Technology Adoption Model (TAM). Data was collected from the 422 faculty members in Pakistani public universities in Pakistan. The results make it clear that there is a relationship between the intention to use AI technologies in learning facilities and self-efficacy, relative utility, ease of use, and cognitive attitude toward technology. This research study contributes to the body of AI adoption research by combining TAM and S-O-R, with self-efficacy being identified as an essential determinant of attitudes and behavioral intentions towards the adoption of AI in academic institutions. To foster positive attitudes and a rise in the successful adoption of AI in instruction, universities need to improve faculty self-efficacy with AI-related training and easily accessible systems.