The Adoption of ChatGPT in Bangladesh in the Lens of UTAUT2

Abstract

The use of AI tools like ChatGPT is growing quickly around the world, including in Bangladesh. This study explores what factors influence people in Bangladesh to accept and use ChatGPT. To understand this, the research uses the UTAUT2 model, which includes important factors such as Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), Facilitating Conditions (FC), Hedonic Motivation (HM), Price Value (PV), Personal Innovativeness (PI), Habit (HT), and how they impact Behavioral Intention (BI) and Actual Usage (AU). Data was collected from 342 people who have experience using ChatGPT. The responses were analyzed using a method called Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 software. The results showed that all the factors had a positive and significant effect on users' intention to use ChatGPT. Also, Habit and Behavioral Intention had a strong and direct impact on the actual use of the tool. The R² values show that the model explains 53.7% of behavioral intention and 64.8% of actual use, which is considered strong. This research gives useful insights for teachers, developers, and policymakers to understand what encourages people to use ChatGPT. It shows that people are more likely to use ChatGPT if they believe it is helpful, easy to use, enjoyable, and valuable. The study also suggests that people who are curious about new technology or use ChatGPT regularly are more likely to keep using it. Overall, this study helps explain how and why people in Bangladesh are adopting ChatGPT. It also opens the door for future research to explore more factors like trust, privacy, and personal concerns in the use of AI tools.