Horváth Kata (2025): Egyetemek az MI-vezérelt társadalmi transzformációk élvonalában – komplex adoptációs vizsgálatok a hallgatók technológia-elfogadásának fókuszával. In: Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 pp. 264–269. DOI:10.62561/EMOK-2025-20

DOI

https://doi.org/10.62561/EMOK-2025-20

Authors

• Kata, Horváth. Miskolci Egyetem.

Abstract

Universities at the Forefront of AI-driven Social Tranformations – A Comprehensive Study on Students’ Technology Acceptance

In recent years, artificial intelligence has diffused a wide range of industries, attracting growing scholarly interest with a particular regard to consumers’ capacity and willingness to adopt the technology. Universities play a pivotal role in facilitating AI-driven socio-economic transformation processes and in preparing society for the associated changes. This study first highlights the relevance of studying AI adoption in higher education through a systematic literature review conducted in accordance with the PRISMA protocol. Furthermore, the study quantifies the effects of key determinants influencing students’ acceptance of AI technologies based on the constructs of the Unified Theory of Acceptance and Use of Technology (UTAUT) model, using data collected via a questionnaire survey. The cross-sectional study was conducted in autumn 2024, and the final dataset (n=438) was analysed using Covariance-Based Structural Equation Modelling (CB-SEM). Based on the empirical findings, I developed the UNI.AI strategic framework, which serves as a comprehensive recommendation package to support AI integration in universities. The framework was validated through expert interviews involving academic professors and HR professionals. By synthesising theoretical insights and empirical evidence, this study aims to contribute to a deeper understanding of the factors influencing AI acceptance in higher education, while offering practical recommendations for the academic and institutional integration of AI technologies.

artificial intelligence technology acceptance UTAUT innovation higher education university

Language

hungarian

Details of publishing collection

Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.) (2025): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 DOI:10.62561/EMOK-2025

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