Generative AI Chatbots Adoption in Higher Education: Technology Acceptance Among University Students Uttarakhand - A PLS-SEM Analysis

This book examines the determinants of Generative AI (Gen-AI) chatbot adoption intention among higher education students in Uttarakhand, India. With the global educational chatbot market projected to reach USD 5.3 billion by 2032, empirical research from Indian higher education contexts remains critically scarce. The study proposes and validates a novel integrated framework combining the Value-Based Adoption Model (VAM), Technology Acceptance Model (TAM), UTAUT3, and Social Cognitive Theory. Using PLS-SEM on data from 389 students across 38 universities, the model explains 78.2% variance in Attitude, 63.5% in Perceived Value, and 66.8% in Adoption Intention. Perceived Value emerged as the strongest predictor, while Perceived Cost and Perceived Technicality were identified as primary adoption barriers. The findings offer evidence-based recommendations for policymakers, institutions, faculty, and developers, aligned with India's National Education Policy 2020 and UN Sustainable Development Goal 4 on inclusive quality education.