Exploring faculty adoption of ChatGPT: a stimuli-organism-response approach

Technology can occasionally have a disruptive impact on society as a whole, reshaping behavioral patterns. Higher education in general, and Business and Management degrees in particular, have not been immune to the substantial consequences of ChatGPT’s emergence, compelling universities to adapt to this new reality. In this context, faculty adoption of ChatGPT is key. While debates on the benefits and threats of ChatGPT usages have developed, empirical evidence is needed to understand the factors that could stimulate or attenuate a positive attitude toward ChatGPT usage from the perspective of university faculty members. Drawing on the S-O-R (Stimulus-Organism-Response) model, this study analyes the impact of a series of external factors (Stimuli) that affect faculty perceptions of ChatGPT (Organism) and attitudes toward their adoption (Response). The study focuses on faculty perceptions within Business Administration and Management degrees. Results identify that ease of use, ChatGPT credibility and usefulness influence impact user perceptions of ChatGPT. These factors, in turn, affect attitudes toward using ChatGPT. Key implications are discussed, and several lines of future research are suggested.