Integrating Human-Centered AI into the Technology Acceptance Model: Understanding AI-Chatbot Adoption in Higher Education

  • Fine Masimba University of South Africa, South Africa
  • Kudakwashe Maguraushe University of South Africa, South Africa
  • Bester Chimbo University of South Africa, South Africa
DOI: 10.63158/journalisi.v7i4.1316
Keywords: Human-Centered AI, Technology Acceptance Model, Higher Education, Artificial Intelligence, AI-Chatbots

Abstract

Artificial intelligence (AI) is transforming education by enhancing assessments, personalizing learning, and improving administrative efficiency. However, the adoption of AI-powered chatbots in higher education remains limited, primarily due to concerns about trust, transparency, explainability, perceived control, and alignment with human values. While the Technology Acceptance Model (TAM) is commonly used to explain technology adoption, it does not fully address the challenges posed by AI systems, which require human-centered safeguards. To address this gap, this study extends TAM by incorporating Human-Centered AI (HCAI) principles—explainability, transparency, trust, and perceived control—resulting in the HCAI-TAM framework. An empirical study with 300 respondents was conducted using a structured English questionnaire, and regression analysis was applied to assess the relationships among variables. The model explained 65% (R² = 0.65) of the variance in behavioral intention and 55% (R² = 0.55) in usage behavior. The findings highlight that integrating HCAI principles into TAM enhances user adoption of AI chatbots in higher education, contributing both theoretically and practically.

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Published
2025-12-10
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How to Cite
Masimba, F., Maguraushe, K., & Chimbo, B. (2025). Integrating Human-Centered AI into the Technology Acceptance Model: Understanding AI-Chatbot Adoption in Higher Education. Journal of Information Systems and Informatics, 7(4), 3522-3548. https://doi.org/10.63158/journalisi.v7i4.1316
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Vol 7 No 4 (2025): December
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Articles

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