The Level of Awareness and Acceptance on ChatGPT

Artificial Intelligence of the Second Year and Third Year

Business Administration Students

Introduction

To stay up with the world's rapid changes and activity, people frequently need to develop ideas
quickly; kaya't may iba't-ibang mga kagamitang Artificial Intelligence tools na recently ay naging
matunog dahil sa paglabas ng mga tinatawag na Generative Artificial Intelligence. Ang Artificial
Intelligence ay ginawa na kayang mag isip katulad ng talino na mayroon ang isang tao kung saan
ito ay pinoproseso ng isang machine, especially ng computer systems. It is programmed as a
learning system from various experiences at nakakaintindi ito ng ibat ibang command from the
user. Sa panahon po kasi natin ngayon lalo na sa Generation Z nga po kung tawagin ay
mahalaga na makaya nating maka adapt ng mga bagong knowledge at maging creative tayo sa
panahon ngayon na walang tigil sa pag-usbong at pagtuklas ng mga bagong kaalaman. At yun
nga po no, ang artificial intelligence (AI) ay isa sa mga bagong sources ng knowledge na
bumangon ngayon na nagsilbing dahilan para magkaroon nang mga innovation at opportunity.

The rapid development of Artificial Intelligence (AI) tools has brought about a revolutionary
transformation in various industries. Ang mga Generative Artificial Intelligence na ito ay kayang
magprovide o mag process ng data sa hindi inaasahang bilis at kaya rin nitong makapag
generate ng solution o mga valuable insights. Ang mga Ai tools na ito ay may kakayahang
makatulong sa tao sa ibat ibang larangan gaya na lamang sa medicine, ayon po sa post ng
Connected Pakistan page noong January 26, 2023 ang Ai tools na ChatGPT ay nakapasa sa
United States Medical Exams, so that Ai model is now officially licensed to practice medicine in
US. Sa Madaling sabi po this breakthrough in AI technology brings new possibilities for the
future of healthcare. At kaya rin po ng Ai tools na mag manufactured ng language translation ng
mas accurate kaysa sa nakasanayan namin noon na google translate, although hindi lang po
basta magtranslate lang kasi kaya din po neto mag bigay pa ng mga examples or tips doon sa
command ng user.

To maximize the understanding of ChatGPT, it is imperative for Business Administration

students to have a comprehensive awareness of its applications. This research will be dedicated
to investigating the depth of acceptance and awareness among second-year and third-year
Business Administration students regarding ChatGPT Artificial Intelligence and assessing their
comprehension of its functionalities.
Objectives of the Study

In this study, we aim to investigate the awareness and acceptance of ChatGPT Artificial
Intelligence among second-year and third-year Business Administration students, both
marketing and finance. Our objectives are twofold: firstly, to determine the extent to
which these students are familiar with ChatGPT and its practical applications, and
secondly, to assess their level of acceptance towards this technology. Furthermore, we
seek to understand how Business Administration students perceive the relevance of
ChatGPT within their academic context, examining its potential benefits for their studies
and future careers in marketing and finance. Ultimately, this research aims to provide
valuable insights for optimizing the utilization of Artificial Intelligence tools like ChatGPT
in the academic setting, with the goal of offering recommendations to enhance
awareness and acceptance among Business Administration students and their academic
institutions.

Significance of the Study

Students. This study is really important for Business Administration students. It helps

them understand how much they know about ChatGPT Artificial Intelligence and whether they

like using it in their studies. When students learn more about ChatGPT, it not only helps them

with their schoolwork but also gives them a useful tool for their learning. It's like a bridge

between what they learn in class and how they can use Artificial Intelligence in the real world.

In simple terms, this research helps students become more aware of Artificial Intelligence, a big

and growing field. It also gives them a practical tool, ChatGPT, to make their learning better. So,

when they graduate, they'll be ready to use AI in their jobs because it's becoming more and more

important in the business world.

Academic leaders, like Deans and Presidents, can really benefit from this study. It gives them
important information to make their schools better. By knowing how much Business
Administration students know about ChatGPT Artificial Intelligence and how comfortable they
are with it, academic leaders can make smart choices.

This information can help them decide what to teach in the curriculum. It makes sure that what
students learn matches the fast-changing world of technology. So, academic leaders can make
sure that Business Administration students are ready for modern jobs. This helps their schools
be more competitive and successful in a world where Artificial Intelligence is very important.

Government agencies, like those in charge of education and jobs, are important in our study.
We're looking at what Business Administration students know about advanced artificial
intelligence, like ChatGPT, and how it's used in different areas. This information can help
government agencies.

They can use it to decide how to make education better and create training programs. It can
also help them come up with plans to make the economy stronger. So, the things we discover in
this study can help government agencies make sure students are ready for jobs related to
Artificial Intelligence. It can also help them improve what students learn and support industries
that use AI. This all leads to a more competitive workforce and a stronger local economy.

Future researchers will find this study very useful. It gives them a starting point to understand
how Business Administration students see and accept Artificial Intelligence. This study lays the
groundwork for more research, encouraging new studies about how Artificial Intelligence is
used in education, especially for second and third-year business administration students.
Continuing this research can help us learn more about the latest trends and the best ways to
use AI for Business Administration students and in education in general.

Theoretical Framework
Tam Theory
Perceived usefulness: Marketing students may perceive ChatGPT AI to be useful for generating
marketing content, developing marketing campaigns, and analyzing marketing data.
Perceived ease of use: Marketing students may perceive ChatGPT AI to be easy to use because
it has a user-friendly interface and provides clear instructions.
Possible Questions:
Bakit yan ang napili nyong title?
"We picked this topic because it matters for the education and future jobs of Business
Administration students. We want to see how much they know and like Artificial Intelligence
(AI), which is a big deal nowadays. If they understand and accept AI, it can help them do better
in their studies and be ready for jobs. We also want to make our school better and help our
students succeed. This study gives us a starting point for more research, so we can keep
improving. It's like a guide for understanding AI in education and making sure students are set
for a world where AI is everywhere."

What is the overall study all about?

"Our study is about finding out how much second and third-year Business Administration
students know about ChatGPT Artificial Intelligence and whether they like using it. We're
curious because AI is a big thing these days, and we want students to be ready for it in their
studies and future work. It's all about helping them gain the skills they need to do well in a
world where AI is everywhere. This research will also help us make our school better and keep
up with the AI trends."

What problem prompted you to propose such a study?

"The problem we noticed is that not all students are familiar with Artificial Intelligence (AI),
which is a big deal in today's world. This lack of knowledge can make it tricky for them when
they're studying and later when they're working. We decided to tackle this issue by looking into
how well Business Administration students know about ChatGPT AI. Our goal is to help them
get up to speed with AI, so they can be well-prepared for their studies and future jobs in a
world where AI is really important."

What do you mean by? GenAI for example

1.1 Generative AI systems can create content that appears to be generated by humans, and
they are commonly used in various applications, including natural language generation,
image synthesis, and creative content generation. These systems are trained on large
datasets and use complex algorithms to generate content that is contextually relevant and
often indistinguishable from content created by humans.
1.2 "ChatGPT is a type of Artificial Intelligence (AI) technology. It's designed to understand and
respond to human language, kind of like a smart computer chat. It can have conversations
with people, answer questions, and provide information. We're studying how well Business
Administration students know and accept this AI tool, and how they see it being useful in
their education and future jobs."
What possible contributions can this study yield?
This study about what second and third-year Business Administration students think of ChatGPT
AI can help in a few important ways. It can teach us more about how these students feel about
AI, which is useful for their education and future jobs. It can also give ideas for improving how
AI is taught in schools. Additionally, it can help businesses and AI developers make better
products and understand what students need. This research can also show if there are any
problems with using AI and what we can do about them. Overall, it can lead to suggestions on
how to make students more aware of AI and make them like it better, which is good for
education and the AI industry.

What legal bases can you mention that support this proposed study?
This study follows the rules and guidelines set by the Institutional Review Board (IRB), which
makes sure we do the research in an ethical and legal way. We also get permission from the
students before they join the study, so they know what's happening and agree to be part of it.
This way, we make sure we do everything by the rules and respect the rights of the students.

What theory can you anchor this study?

1.1 "We are anchoring our study in the Technology Acceptance Model (TAM) theory. TAM is a
well-established framework in the field of technology acceptance and usage. This theory
provides valuable insights into how users, in this case, Business Administration students,
perceive and accept new technologies like ChatGPT. It focuses on key factors like perceived
usefulness and perceived ease of use, which are crucial in understanding user attitudes and
behaviors toward technology. By using TAM, we aim to gain a better understanding of the
factors influencing students' acceptance of ChatGPT and their intentions to use it in educational
settings. "This theory is like the groundwork for our research, helping us understand what
factors influence how our target audience accepts technology."

2.2 In this study, we anchor our research in the Unified Theory of Acceptance and Use of
Technology (UTAUT). The UTAUT framework provides a comprehensive and well-established
theoretical foundation for understanding individuals' acceptance and adoption of new
technologies.

By utilizing the UTAUT framework, we aim to explore the level of awareness and acceptance of
ChatGPT AI among second and third-year Business Administration students. This framework
allows us to examine key factors that influence technology adoption, such as performance
expectancy, effort expectancy, social influence, and facilitating conditions.
Performance expectancy helps us understand the extent to which students believe that using
ChatGPT AI will enhance their job performance or make tasks easier and more efficient. Effort
expectancy allows us to gauge the perceived ease of use and the level of effort required to
utilize ChatGPT AI. Social influence helps us explore the impact of social factors, such as
subjective norms and peer influence, on the students' intentions to adopt and use ChatGPT AI.
Lastly, facilitating conditions help us consider the organizational and technical support available
to students when using ChatGPT AI.

3.3 Another theory that we can anchor this study in is the Task-Technology Fit (TTF) Model. The
TTF Model offers a valuable perspective for understanding the alignment between tasks and
technology in relation to user acceptance and effectiveness.

The TTF Model focuses on assessing the fit between the characteristics of a specific task and the
capabilities of a technology. It suggests that when there is a good fit between the task
requirements and the technology's features, users are more likely to accept and effectively use
the technology.

In our study, we can apply the TTF Model to examine the fit between the tasks performed by
second and third-year Business Administration students and the capabilities of ChatGPT AI. We
can assess how well ChatGPT AI aligns with the tasks that the students typically encounter in
their business education, such as generating reports, analyzing data, or providing customer
support.

By applying the TTF Model, we can explore whether ChatGPT AI enhances the students' ability
to perform these tasks efficiently and effectively. We can also investigate the students'
perceptions of the fit between ChatGPT AI and their specific task requirements. This includes
evaluating how well ChatGPT AI meets their expectations, whether it provides the necessary
support, and if it complements their existing knowledge and skills.

By anchoring our study in the TTF Model, we aim to understand the extent to which the fit
between ChatGPT AI and the tasks performed by Business Administration students influences
their awareness and acceptance of the technology. This theoretical lens enables us to assess
the practical implications of using ChatGPT AI in a business education context and explore its
potential for enhancing task performance and overall user satisfaction.

What are your variables?

"In our study, we are primarily concerned with two key variables: awareness and acceptance of
ChatGPT artificial intelligence among second and third-year Business Administration students.
Awareness represents how much these students know about ChatGPT, while acceptance
measures their willingness to use and integrate ChatGPT into their academic pursuits. We'll
explore these variables to understand the levels of awareness and acceptance and determine
any possible relationships between them among our target audience. Additionally, we'll
consider respondents' profile variables, such as gender, Year level, Academic program, and
familiarity with chatbot AI, to see how these factors might influence awareness and acceptance
levels."
What findings/results do you intend to gather?
"We want to find out a few things. First, we'll see how much students know about ChatGPT -
awareness. Then, we'll figure out if they like using it for their schoolwork - that's acceptance.
We'll also check if these things are different for students of different ages or who've used AI
before. Finally, we'll see which factors are most important in making students like ChatGPT. Our
aim is to give a clear picture of what students know and how they feel about using ChatGPT in
their studies."

What’s the essence of your proposed study?

"The main point of our study is to find out how much students know about and like using
ChatGPT in their studies. We want to understand what makes them say 'agree' or 'disagree' to
this AI tool. By doing this, we hope to help teachers, decision-makers, and businesses make AI
work better in education and business."

If approved how many months would it take you to finish this study?
"If our study gets the green light, we think it might take around [X] months to finish. The time it
takes can vary depending on how quickly we can find students to participate, gather and
analyze data, and deal with any unexpected issues. We'll work to do it as efficiently as possible
while making sure the research is done well within that estimated timeframe."

Who will be your respondents? Do you think they will cooperate?

"Our respondents will be second and third-year Business Administration students. We believe
they will cooperate because we will approach them in a respectful and transparent manner,
explaining the purpose and importance of the study. We'll also ensure that their participation is
voluntary, and all data will be kept confidential.

After you know the level of their awareness and acceptance in chatgpt AI then what?
Once the level of awareness and acceptance of ChatGPT AI among second and third-year
Business Administration students has been determined, the next steps involve analyzing the
data to understand any patterns or trends. By comparing the findings with existing research, we
can gain insights specific to these students. It is also important to explore the factors that
influence their awareness and acceptance, such as their background and previous experience.
This will give us a better understanding of the results. Based on the findings, we can then
consider how ChatGPT AI can be integrated into the business administration field and make
recommendations on how to improve awareness and acceptance among students. It is also
important to acknowledge any limitations of the study and identify areas for future research,
such as exploring the impact of training programs or investigating specific applications of AI in
business administration.

Research Gap
Despite the growing availability and potential of artificial intelligence (AI) technologies, there is
a lack of comprehensive understanding regarding this matter. Some people believe that
Artificial Intelligence (AI) contributes to the negligence of human beings, thereby losing the
ability to think and comprehend which means they become overly reliant on artificial
intelligence. On the contrary, others think that using Artificial Intelligence (AI) Tools actually
boosts productivity and efficiency in producing more output.

How is your study related to marketing?

As Marketing Students, we must be aware of the constant and rapid changes in the business
world. In other words, we study trends. And Artificial Intelligence is the current trend right now
that brings a major change to the world that we are currently facing. Artificial Intelligence is
revolutionary and as marketing students, we should be aware and be able to utilize the digital
tools that are out there that are continuously evolving.

How did you formulate your research questions?

As the researchers, we formulated the research questions for this study by adapting and
modifying existing questions from the questionnaire titled "Awareness and Acceptance of
ChatGPT as a Generative Conversational AI for Transforming Education: A two-phase study"
authored by Adarkwah et al. (2023).

After reviewing the original questionnaire, we carefully selected and modified the questions to
align with the specific objectives of my research, which is to assess the level of awareness and
acceptance of ChatGPT artificial intelligence among second and third-year Business
Administration students.

To ensure relevance, we made adjustments to the wording and context of the questions to
better suit the target audience and research focus. This involved modifying some questions to
be more specific to the business administration field and the role of ChatGPT in that context.
What are the Limitations of your study?

In conducting this research, we acknowledge certain limitations that may impact the study's
findings and generalizability. Firstly, the sample size is limited to a specific group of Business
Administration students from a particular university, which may limit the generalizability of the
results to a broader population. Secondly, Single Method of Data Collection: The study
primarily relies on questionnaire responses as the main source of data. While questionnaires
are commonly used to gather quantitative data, they may not capture the full range of
perspectives and experiences of the participants. Supplementing the study with qualitative
methods, such as interviews or focus groups, could provide a more comprehensive
understanding of the topic.

What type of background research have you done for the study?

For this study, we conducted background research to understand the level of awareness and
acceptance of ChatGPT artificial intelligence among second-year and third-year business
administration students. The background research encompassed two main areas.

Firstly, we explored the existing literature on the awareness and acceptance of ChatGPT as a
generative conversational AI in the field of education. We reviewed studies and research
conducted on the adoption and use of AI technologies, including chatbots, in educational
settings. This allowed us to gain insights into the factors influencing awareness and acceptance
among academics, particularly in Ghana.

Secondly, we delved into the literature on the awareness and acceptance of AI technologies
among students in higher education, with a specific focus on business administration students.
This involved reviewing studies and surveys that examined the factors impacting students'
awareness and acceptance of AI technologies, including chatbots. We also explored any
research or surveys conducted specifically on the awareness and acceptance of ChatGPT among
students in business administration programs.

By conducting this comprehensive background research, we aimed to understand the existing

knowledge and attitudes towards ChatGPT and AI technologies among both Ghanaian
academics and business administration students. This research informed the design of our
study and helped us formulate appropriate research methods and instruments to assess the
level of awareness and acceptance of ChatGPT among the targeted student population.