Factors Influencing University Students' Adoption of Generative AI Tools: An Integrated TAM-UTAUT Model in Vietnamese Higher Education

This study investigates the factors influencing Vietnamese university students' behavioral intention to adopt generative artificial intelligence (GenAI) tools for academic purposes. By integrating the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT), the study proposes an extended framework incorporating perceived enjoyment and AI anxiety as additional determinants, with AI literacy as a potential moderator. A quantitative cross-sectional survey was conducted with 418 undergraduate students from public universities in Vietnam. Data were analyzed using SPSS 26.0, employing exploratory factor analysis (EFA), reliability analysis, Pearson correlation, hierarchical multiple regression, and moderation analysis.The results reveal that performance expectancy (β = 0.233, p < 0.001), social influence (β = 0.267, p < 0.001), perceived enjoyment (β = 0.250, p < 0.001), effort expectancy (β = 0.092, p < 0.05), and facilitating conditions (β = 0.088, p < 0.05) significantly predict behavioral intention toward GenAI tools. AI anxiety shows a marginally negative but non-significant effect (β = –0.072, p = 0.065). Behavioral intention significantly predicts actual use (β = 0.434, p < 0.001). AI literacy does not significantly moderate the relationships between key predictors and behavioral intention. This study contributes to the emerging literature on GenAI adoption in higher education by integrating TAM and UTAUT with context-specific variables in the Vietnamese educational setting. The findings provide practical implications for educators and policymakers seeking to facilitate responsible GenAI integration in academic environments.