ปัจจัยที่มีผลต่อการยอมรับการใช้เทคโนโลยีเอไอสำหรับบริหารจัดการในสถาบันการศึกษา:  กรณีศึกษา มหาวิทยาลัยอุบลราชธานี

Mahatthakorn Plensamai

Authors

Mahatthakorn Plensamai Ubon Ratchathani University

Keywords:

Artificial Intelligence (AI), AI innovation adoption, technology acceptance, Diffusion Of Innovations (DOI), higher education institution

Abstract

This study examines the relationships between perceived usefulness, perceived ease of use, and organizational support in explaining users’ acceptance and intention to use AI technology in educational institutions. The quantitative cross-section research result indicated that perceived usefulness and perceived ease of use were significant influences of AI acceptance. They are also the most influential factors of the intention to use AI. The model accounts for 57.4 percent of the variance in AI acceptance (R² = 0.574; Adjusted R² = 0.508). The coefficient of organizational support ( = 0.017) and self-efficacy ( = 0.145) also contributed positively, but their effects were comparatively weaker. Social influence did not significantly predict AI acceptance. In order to promote the acceptance of AI, users’ perceptions of the benefits and ease of use should be strengthened, users’ confidence in employing AI tools should be increased through development and training, and more resources should be allocated to support technological infrastructures for organizational management.

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