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

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

Yao Yao, Zezhi Tang, Lei Zeng

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/442851

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Global Marketing Conference

2025 Global Marketing Conference at Hong Kong (2025.07)
p.908

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

키워드

Artificial Intelligence Generative AI Marketing Education Technology Adoption Task-Technology Fit UTAUT

저자

Lei Zeng(University of Manchester, UK)
Zezhi Tang(University College of London, UK)
Yao Yao(University of Manchester, UK)

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