The impact of guilt on student interactions with generative AI technology

This study examines the influence of perceived intelligence, knowledge acquisition, and emotional responses on the utilization and word-of-mouth (WOM) promotion of AI technologies like ChatGPT, utilizing a sample size of 296 university students. Utilizing PLS-SEM, the analysis confirms that both perceived intelligence and knowledge acquisition significantly enhance perceived utilitarian benefits, supporting the extended Technology Acceptance Model. Notably, the presence of guilt feelings was found to diminish both utilitarian and hedonic benefits, indicating that emotional responses can significantly alter technology engagement outcomes. Specifically, guilt feelings were associated with reduced utilization and WOM, except where the direct influence on usage was not supported. Additionally, the novelty and customization of the technology significantly increased hedonic benefits, which in turn positively influenced both usage and WOM recommendations. Multi-group analysis further differentiated the effects between male and female users, revealing gender differences in how these factors impact technology acceptance and use.