Adoption of AI-Powered Web-Based English Writing Assistance Software: An Exploratory Study

Authors

  • Ragib Intiser American International University - Bangladesh (AIUB)
  • Mehzabul Hoque Nahid American International University - Bangladesh (AIUB)
  • Md. Aftab Anwar American International University - Bangladesh (AIUB)
  • Rezbin Nahar American International University - Bangladesh (AIUB)

Keywords:

Artificial Intelligence, Web-based assistance, undergraduate students, private university, UTAUT model

Abstract

Purpose of the Study: This research paper examines the usage of web based digital writing assistant software amongst the undergraduate students of private universities in Bangladesh. To examine the effects of different factors in students’ adoption and usage of digital writing assistant software, this study applied Unified Theory of Acceptance and Use Technology (UTAUT) model.

Methodology: The study used UTAUT model containing 8 latent variables (self-efficacy, performance expectancy, effort expectancy, social influence, facilitating condition, satisfaction, hedonic motivation, price value, adoption intention, and adoption behavior) and a total of 25 items in those variables.  Through online questionnaire distribution, this study has collected and analysed 559 data. The research employed deductive approach and structural equation modelling (SEM) method for data analysis.

Findings: The results shows that the factors that impact on students’ behavior intention to use of digital writing assistant are performance expectancy, price value, hedonic motivation, effort expectancy, and facilitating condition, where as social influence and facilitating conditions does not have significant influence on behavioural intention. This study also found the significant impact of facilitating conditions and behavior intention on actual use of the software.

Implication: This study will help to understand students’ usage of such software and how academic institutions would be able to incorporate such services for students and academicians. Developers of such software can also identify the necessary features and incorporate them for convenient usages by the students. Authority and faculty members of different institution can identify the factors that enable them to incorporate such technology in the academics that would benefit both the teachers and students.

Limitation and Future Direction: This study has several limitations such as time constrains, financial factors, responses of respondents, etc. Some moderating variable such as gender, field of study, etc can be considered assessing the behavioral intention and actual usages of the software. Future research may also conduct to assess a comparative scenario between public and private universities in Bangladesh.

References

Ajzen, I. (2020) ‘The theory of planned behavior: Frequently asked questions’, Human Behavior and Emerging Technologies, 2(4), pp. 314–324.

Alhwaiti, M. (2023) ‘Acceptance of Artificial Intelligence Application in the Post-Covid Era and Its Impact on Faculty Members’ Occupational Well-being and Teaching Self Efficacy: A Path Analysis Using the UTAUT 2 Model’, Applied Artificial Intelligence, 37(1), p. 2175110.

Almaiah, M. A. et al. (2022) ‘Measuring institutions’ adoption of artificial intelligence applications in online learning environments: Integrating the innovation diffusion theory with technology adoption rate’, Electronics, 11(20), p. 3291.

AlQudah, A. A. (2015) ‘Unified theory of acceptance and use of technology (UTAUT)’, Retrieved on September, 16(August), p. 2018.

Andina, D. M., Dewi, S. A. and Cahyono, B. Y. (2019a) ‘Understanding factors affecting the use of English writing software in Indonesia’, ACM International Conference Proceeding Series, pp. 297–301. doi: 10.1145/3345120.3345130.

Andina, D. M., Dewi, S. A. and Cahyono, B. Y. (2019b) ‘Understanding factors affecting the use of English writing software in Indonesia’, ACM International Conference Proceeding Series, pp. 297–301. doi: 10.1145/3345120.3345130.

Andrews, J. E., Ward, H. and Yoon, J. (2021) ‘UTAUT as a model for understanding intention to adopt AI and related technologies among librarians’, The Journal of Academic Librarianship, 47(6), p. 102437.

Birch, A. and Irvine, V. (2009) ‘Preservice teachers’ acceptance of ICT integration in the classroom: Applying the UTAUT model’, Educational media international, 46(4), pp. 295–315.

Chau, P. Y. K. and Hu, P. J. H. (2001) ‘Information technology acceptance by individual professionals: A model comparison approach’, Decision Sciences, 32(4), pp. 699–719. doi: 10.1111/j.1540-5915.2001.tb00978.x.

Chopdar, P. K., Lytras, M. D. and Visvizi, A. (2022) ‘Exploring factors influencing bicycle-sharing adoption in India: a UTAUT 2 based mixed-method approach’, International Journal of Emerging Markets. doi: 10.1108/IJOEM-06-2021-0862.

Davis, F. D., Bagozzi, R. P. and Warshaw, P. R. (1989) ‘User acceptance of computer technology: A comparison of two theoretical models’, Management science, 35(8), pp. 982–1003.

Dowland, D. (2022) ‘Time for higher education in Bangladesh to evolve: Reflections of an international university registrar’.

Dwivedi, Y. K. et al. (2019) ‘Re-examining the unified theory of acceptance and use of technology (UTAUT): Towards a revised theoretical model’, Information Systems Frontiers, 21, pp. 719–734.

Emon, M. M. H. et al. (2023) ‘Predicting Adoption Intention of Artificial Intelligence ChatGPT’, AIUB Journal of Science and Engineering (AJSE), 22(2), pp. 189–199.

Escobar-Rodríguez, T. and Carvajal-Trujillo, E. (2014) ‘Online purchasing tickets for low cost carriers: An application of the unified theory of acceptance and use of technology (UTAUT) model’, Tourism Management, 43, pp. 70–88. doi: 10.1016/j.tourman.2014.01.017.

Farooq, M. S. et al. (2017) ‘Acceptance and use of lecture capture system (LCS) in executive business studies: Extending UTAUT2’, Interactive Technology and Smart Education, 14(4), pp. 329–348.

Fishbein, M. (1979) ‘A theory of reasoned action: some applications and implications.’

Fitria, T. N. (2021) ‘Grammarly as AI-powered English Writing Assistant: Students’ Alternative for Writing English’, Metathesis: Journal of English Language, Literature, and Teaching, 5(1), p. 65. doi: 10.31002/metathesis.v5i1.3519.

Fornell, C. and Larcker, D. F. (1981) ‘Evaluating structural equation models with unobservable variables and measurement error’, Journal of marketing research, 18(1), pp. 39–50.

Gunasinghe, A. et al. (2020) ‘The viability of UTAUT-3 in understanding the lecturer’s acceptance and use of virtual learning environments’, International Journal of Technology Enhanced Learning, 12(4), pp. 458–481. doi: 10.1504/IJTEL.2020.110056.

Hair, J. et al. (2010) Multivariate Data Analysis: A Global Perspective.

Hair, J. and Alamer, A. (2022) ‘Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example’, Research Methods in Applied Linguistics, 1(3), p. 100027.

Hair Jr, J. F. et al. (2017) Advanced issues in partial least squares structural equation modeling. saGe publications.

Huang, C.-Y. and Kao, Y.-S. (2015) ‘UTAUT2 Based Predictions of Factors Influencing the Technology Acceptance of Phablets by DNP’, Mathematical Problems in Engineering, 2015, pp. 1–23. doi: 10.1155/2015/603747.

Kabir, A. H. and Chowdhury, R. (2021) The privatisation of higher education in postcolonial Bangladesh: The politics of intervention and control. Routledge.

O’Neill, R. and Russell, A. M. T. (2019) ‘Grammarly: Help or hindrance? Academic learning advisors’ perceptions of an online grammar checker’, Journal of Academic Language & Learning, 13(1), pp. A88–A107.

Suki, Norbayah Mohd and Suki, Norazah Mohd (2017) ‘Determining students’ behavioural intention to use animation and storytelling applying the UTAUT model: The moderating roles of gender and experience level’, International Journal of Management Education, 15(3), pp. 528–538. doi: 10.1016/j.ijme.2017.10.002.

Taherdoost, H. (2018) ‘A review of technology acceptance and adoption models and theories’, Procedia manufacturing, 22, pp. 960–967.

Tan, P. J. B. (2013) ‘Applying the UTAUT to understand factors affecting the use of english e-learning websites in Taiwan’, SAGE Open, 3(4). doi: 10.1177/2158244013503837.

Venkatesh, V. et al. (2003) USER ACCEPTANCE OF INFORMATION TECHNOLOGY: TOWARD A UNIFIED VIEW.

Venkatesh, V., Thong, J. Y. L. and Xu, X. (2012) ‘Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology’, MIS quarterly, pp. 157–178.

Venkatesh, V., Thong, J. Y. L. and Xu, X. (2016) ‘Unified theory of acceptance and use of technology: A synthesis and the road ahead’, Journal of the association for Information Systems, 17(5), pp. 328–376.

Venkatesh, V., Walton, S. M. and Thong, J. Y. L. (2012) Quarterly Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1.

Downloads

Published

2023-08-31

How to Cite

Intiser, R., Nahid, M. H., Anwar, M. A., & Nahar, R. (2023). Adoption of AI-Powered Web-Based English Writing Assistance Software: An Exploratory Study. AIUB Journal of Business and Economics, 20(1), 90–101. Retrieved from http://116.206.57.42/index.php/ajbe/article/view/194