Understanding Students’ Perceptions of AI in Business Communication: A Technology Acceptance Approach

Abstract

This study seeks to investigate students' perceptions of the utilization of Artificial Intelligence (AI) tools in enhancing Business English communication abilities within a vocational higher education context. Employing the Technology Acceptance Model (TAM) as the theoretical framework, the research surveyed 50 Business Administration students, predominantly female (70%), aged between 20 and 22 years. The study measured Perceived Usefulness (PU), Perceived Ease of Use (PEOU), and students' Behavioral Intention to Use (BIU) of AI tools, such as ChatGPT. Findings reveal mixed perceptions: while 48% of students recognized AI's advantages for improving productivity and writing quality, 44% faced challenges due to technological complexity and limited prior exposure. PU scores ranged from 2.64 to 3.22 on a 5-point scale, indicating moderate acceptance, while PEOU scores (2.60–3.14) reflected significant usability concerns. Attitudes toward AI (Attitude Toward Using, ATU) were generally positive, yet many students still expressed a preference for traditional methods. BIU of AI tools in the future was polarized, with 62% demonstrating strong intent while 38% showed reluctance. Demographic factors such as gender, age, and academic program significantly influenced students' perceptions. These findings underscore the importance of providing tailored strategies and adequate support to facilitate the successful integration of AI in educational settings, ensuring its potential is fully realized.