Modelo para evaluar la aceptación de la herramienta ChatGPT en la generación Z

Steven Alejandro Rodríguez-Gutiérrez; Susana Berenice  Vidrio-Barón; Jorge Ricardo  Vásquez Sánchez

doi:10.29105/vtga10.5-1069

Authors

Steven Alejandro Rodríguez-Gutiérrez Facultad de Mercadotecnia de la Universidad de Colima https://orcid.org/0009-0009-2465-6200
Susana Berenice Vidrio-Barón Escuela de Mercadotecnia de la Universidad de Colima https://orcid.org/0000-0002-3609-1501
Jorge Ricardo Vásquez Sánchez Escuela de Mercadotecnia de la Universidad de Colima https://orcid.org/0000-0002-7653-475X

DOI:

https://doi.org/10.29105/vtga10.5-1069

Keywords:

artificial intelligence, factorial analysis, AI Acceptance

Abstract

The objective of this study is to validate an instrument designed to assess the factors of acceptance of the artificial intelligence tool ChatGPT among Generation Z youth in Colima. The theoretical framework is based on a modified version of the AIDUA model, designed to assess the acceptance of artificial intelligence devices. The model and its constructs were adapted to the Spanish language, resulting in 12 factors and 42 items. A pilot test was carried out using an online questionnaire, applied to participants with previous experience using ChatGPT in the municipality of Colima. The sample size was calculated with a subject-to-variable ratio of 5:1. Using this information, a PLS-SEM analysis was performed. The reliability of the questionnaire revealed robust internal consistency. Among the findings, a significant relationship was found between affective and cognitive attitudes towards the acceptance of ChatGPT in studies. This study contributes to the description of the phenomenon of acceptance of intelligent technologies among Generation Z youth.

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