Understanding AI Adoption in Literature Learning: An Extended UTAUT-TAM Approach among Multimedia Arts Students

Abstract

The integration of generative artificial intelligence (AI) in higher education has raised questions about how students perceive and incorporate these technologies into their learning processes. This study investigated the determinants of Multimedia Arts students at Mapúa Malayan Colleges Laguna (Mapúa MCL) regarding their intention to use generative AI in their “Literatures of the World: The Masterpieces” course, focusing on Murasaki Shikibu's “The Tale of Genji”, particularly the “Yūgao” chapter. Guided by an adapted Unified Theory of Acceptance and Use of Technology (UTAUT) combined with the Technology Acceptance Model (TAM), the research examined four independent variables—Knowledge of AI, Performance Expectancy, Effort Expectancy, and Attitude Towards AI—as predictors of the dependent variable, Behavioral Intention to Use AI. A quantitative descriptive-correlational design was employed, and data were gathered through a structured online survey administered to 78 Multimedia Arts students at Mapúa MCL during Academic Year 2024–2025. Prior to survey administration, students were provided with a copy of the “Yūgao” chapter along with a short module containing AI prompts for visualization and textual analysis. Multiple regression analysis was applied to assess the contribution of each variable to students’ intention to adopt AI tools. The results showed that the regression model demonstrated strong explanatory power (R2 = 0.82). Performance Expectancy and Attitude Towards AI were identified as the strongest and statistically significant predictors of Behavioral Intention, whereas Knowledge of AI and Effort Expectancy showed no significant effect. These findings underscore the role of perceived usefulness and positive attitudes in shaping students’ willingness to use AI for academic purposes, particularly in interpreting otherwise challenging literary works. The study recommends that educators highlight the concrete benefits of AI in enhancing comprehension and fostering positive attitudes through its constructive integration into coursework.

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