Template-Type: ReDIF-Article 1.0
Author-Name: Souha SERRAR
Author-Email: serrar.souha@gmail.com
Author-Workplace-Name: Faculty of Law, Economics and Social Sciences of Marrakech, Cadi Ayyad University of Marrakech, Morocco
Author-Name: LAFRAXO LAFRAXO
Author-Email: serrar.souha@gmail.com
Author-Workplace-Name: Faculty of Law, Economics and Social Sciences of Marrakech , Cadi Ayyad University of Marrakech, Morocco
Title: Exploring the Role of Generative AI in Enhancing Mobile Learning Adoption: A Case Study with Notion
Abstract: The rapid advancement of Generative Artificial Intelligence (GenAI) offers new opportunities for enhancing mobile learning adoption, particularly through platforms like Notion. However, adoption remains inconsistent among university students. This study examines the factors influencing the adoption of Notion enhanced with GenAI functionalities, using the Unified Theory of Acceptance and Use of Technology (UTAUT) model. Data were collected from 90 university students and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that Performance Expectancy (PE) is the most significant predictor of Behavioral Intention (BI), highlighting the importance of AI-driven features such as automated content generation and personalized learning recommendations. In contrast, Effort Expectancy (EE), Social Influence (SI), and Facilitating Conditions (FC) do not significantly influence adoption, suggesting that digital familiarity reduces perceived barriers. The study extends the UTAUT model to the context of AI-enhanced mobile learning tools. It recommends emphasizing productivity-enhancing features and intuitive AI automation to increase adoption. Future research should explore longitudinal effects, cross-cultural differences, and additional motivational drivers.   Classification JEL : I21 ; O33 ; C88 Paper type : Empirical Research
Keywords: Generative Artificial Intelligence, Mobile Learning Adoption, Notion, UTAUT model, Technology acceptance
Journal: International Journal of Accounting, Finance, Auditing, Management and Economics
Pages: 727-739
Volume: 6
Issue: 6
Year: 2025
File-URL: https://ijafame.org/index.php/ijafame/article/view/1950
File-Format: text/html
File-URL: https://ijafame.org/index.php/ijafame/article/view/1950/1964
File-Format: application/pdf
Handle: RePEc:aoa:journl:v:6:y:2025:i:6:p:727-739