nderstanding AI tool engagement: A study of ChatGPT usage and word-of-mouth among university students By PLS Algorithm

Abstract

This study examines how university students use ChatGPT, focusing on factors including system quality, personalization, trust, and satisfaction. This study examines the effects of these factors on students' behavioral intentions and word-of-mouth recommendations. Partial Least Square (PLS, is a method for survey and data analysis. The results show how crucial customisation and trust are to increasing user satisfaction and encouraging repeat use. Word-of-mouth is discovered to have a substantial impact on this adoption. Even with ChatGPT's many benefits, Data privacy issues still remain despite ChatGPT's several advantages. It provides suggestions for enhancing AI driven educational resources, notably around the user interface, ensuring it is safe, visualised, relevant and of great quality.