KOREASCHOLAR

FROM LEARNING TO ADOPTION: UNDERSTANDING MARKETING STUDENTS' ACCEPTANCE OF GENERATIVE AI TECHNOLOGIES

Yao Yao, Zezhi Tang, Lei Zeng
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442851
Download
Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
p.908
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
Artificial IntelligenceGenerative AIMarketing EducationTechnology AdoptionTask-Technology FitUTAUT
Author
  • Yao Yao(University of Manchester, UK)
  • Zezhi Tang(University College of London, UK)
  • Lei Zeng(University of Manchester, UK)