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Resumen diario

Sesión

4E: E-Learning & EdTech
Ubicación virtual: VIRTUAL: Agora Meetings

Presentación 6

13:40 - 13:48

Digital Word-of-Mouth and Teaching Norms in the Adoption of AI Chatbots among University Students in Northern Peru

Sandra Lizzette León Luyo¹, Heyner Yuliano Marquez Yauri², Víctor Angel Ancajima Miñán³, Maria Patricia Rodriguez Kong⁴, Delicia de Jesús Vargas Gutierrez⁵, Ana Elizabeth Paredes Morales⁶, JULIE CATHERINE ARBULU CASTILLO⁷

1: Universidad Nacional de Trujillo - (PE); 2: Universidad Nacional de Trujillo - (PE); 3: Universidad César Vallejo - (PE); 4: Universidad Nacional de Trujillo - (PE); 5: Universidad César Vallejo - (PE); 6: Universidad César Vallejo - (PE); 7: Universidad César Vallejo - (PE)

The main objective of this study was to examine how electronic word-of-mouth (WOM) and teacher-related social norms (SN) influenced behavioral intention (BI) and actual use behavior (USEB) of generative AI chatbots among university students in northern Peru, while testing BI as a mediator and sex as a moderator. A quantitative, non-experimental, cross-sectional, explanatory design was employed. Data were collected through a structured Likert-scale questionnaire (1–5) from 520 students in Trujillo, Piura, and Lambayeque, and the proposed model was estimated using PLS-SEM with 5,000-bootstrap resampling. The findings indicated moderately high levels of WOM,
SN, BI, and USEB, alongside adequate reliability and convergent/discriminant validity. WOM positively and strongly predicted BI (β=0.56;p<0.001), whereas SN also increased BI but with a smaller effect (β=0.24; p<0.001). BI, in turn, showed a robust association with USEB
(β=0.71; p<0.001). Significant indirect effects supported mediation for WOM→USEB (β=0.40) and SN→USEB (β=0.17). Sex significantly moderated the WOM→BI path but did not yield a conclusive moderation for SN→BI. Overall, adoption was concluded to be a socially mediated process, primarily driven by peer communication.