კონფერენცია

∘ Nugzar Todua ∘ Grigol Kartsivadze ∘
STUDENT ATTITUDES TOWARDS THE USE OF CHATGPT IN HIGHER EDUCATION

Summary

The article explores the application of ChatGPT, an artificial intelligence technology, within the context of higher education. Based on the analysis of significant literature on the research topic, the main variables of the study are presented: perceived ease of use of ChatGPT, perceived usefulness of using ChatGPT, attitude towards ChatGPT, behavioral intention to use ChatGPT, and Usage behavior of ChatGPT. The corresponding hypotheses are formulated and a research model is developed.

The research design was based on a quantitative research method, namely, a consumer survey, and a questionnaire consisting of several structured questions was selected as a research tool. The study measured variables and relevant chosen items based on the literature. A five-point Likert scale is used in the questionnaire. The survey was conducted using the electronic interview method. The research uses a self-administered survey method. The research's target audience was Georgia's population, and different cities represented the study area. The sample was formed based on the probability method. Given a 95% confidence level and a 5% margin of error, a total of 390 respondents over the age of 18 were interviewed. The obtained results were processed by the statistical program SPSS 29.

As a result of the marketing research, the attitude of Georgian users to the main variables of using ChatGPT has been identified. Our research has shown that the attitude towards the use of ChatGPT in higher education is positive. The results of the study show that students positively assess the practicality and usefulness of ChatGPT in the learning process. For most students, the information generated by ChatGPT is useful, which contributes to its active use in the learning process. Students are ready to use ChatGPT technology in their academic activities, which is not a problem for them.

Statistically significant values have been obtained using regression analysis, which reflect the relationship between the variables related to the use of ChatGPT. The results of the study showed that the characteristics of the use of ChatGPT that we selected are relevant for relationships with students. Therefore, the results of the study have theoretical significance in terms of the use of ChatGPT as an artificial intelligence tool in higher education. The practical implementation of the results of the study will help those interested in artificial intelligence issues to expand their understanding of ChatGPT technology and actively use it in their work.

Keywords: Perception of ChatGPT usage, attitude towards ChatGPT, consumer behavior, marketing research.

Ivane Javakhishvili Tbilisi State University Paata Gugushvili Institute of Economics International Scientific C O N F E R E N C E S "ECONOMY – XXI CENTURY"

E ISSN 2587 - 4691	∘ Nugzar Todua ∘ Grigol Kartsivadze ∘ STUDENT ATTITUDES TOWARDS THE USE OF CHATGPT IN HIGHER EDUCATION Summary The article explores the application of ChatGPT, an artificial intelligence technology, within the context of higher education. Based on the analysis of significant literature on the research topic, the main variables of the study are presented: perceived ease of use of ChatGPT, perceived usefulness of using ChatGPT, attitude towards ChatGPT, behavioral intention to use ChatGPT, and Usage behavior of ChatGPT. The corresponding hypotheses are formulated and a research model is developed. The research design was based on a quantitative research method, namely, a consumer survey, and a questionnaire consisting of several structured questions was selected as a research tool. The study measured variables and relevant chosen items based on the literature. A five-point Likert scale is used in the questionnaire. The survey was conducted using the electronic interview method. The research uses a self-administered survey method. The research's target audience was Georgia's population, and different cities represented the study area. The sample was formed based on the probability method. Given a 95% confidence level and a 5% margin of error, a total of 390 respondents over the age of 18 were interviewed. The obtained results were processed by the statistical program SPSS 29. As a result of the marketing research, the attitude of Georgian users to the main variables of using ChatGPT has been identified. Our research has shown that the attitude towards the use of ChatGPT in higher education is positive. The results of the study show that students positively assess the practicality and usefulness of ChatGPT in the learning process. For most students, the information generated by ChatGPT is useful, which contributes to its active use in the learning process. Students are ready to use ChatGPT technology in their academic activities, which is not a problem for them. Statistically significant values have been obtained using regression analysis, which reflect the relationship between the variables related to the use of ChatGPT. The results of the study showed that the characteristics of the use of ChatGPT that we selected are relevant for relationships with students. Therefore, the results of the study have theoretical significance in terms of the use of ChatGPT as an artificial intelligence tool in higher education. The practical implementation of the results of the study will help those interested in artificial intelligence issues to expand their understanding of ChatGPT technology and actively use it in their work. *Keywords:* Perception of ChatGPT usage, attitude towards ChatGPT, consumer behavior, marketing research.