aceHow Perceived University Support Shapes Marketing Students’ AI Self-Efficacy: A Multigroup Dual-Mediation TAM Analysis Across Three Chinese Universities
The proliferation of artificial intelligence (AI) in marketing has prompted higher education institutions to invest substantially. However, a critical pedagogical question remains: whether and how these institutional investments translate into students’ psychological readiness to deploy AI tools effectively. Students’ AI self-efficacy constitutes a foundational prerequisite for technology adoption and career adaptability. A lack of such confidence can precipitate technology avoidance behaviors and diminish learn…
Perceived university support increased marketing students' perceived usefulness and ease of use of AI, which in turn raised their AI self-efficacy, with ease of use the stronger pathway.
The study relies on a cross-sectional, self-report design and a sample from a single country, which limits causal inference and generalization.
Evidence
- Peer-reviewedJournal of Education and Training Studies2026-10-22
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Truvace Impact Record TRV-2026-2198, v1: “How Perceived University Support Shapes Marketing Students’ AI Self-Efficacy: A Multigroup Dual-Mediation TAM Analysis Across Three Chinese Universities.” Truvace, 2026-10-22. /record/TRV-2026-2198 (accessed at citation time). sha256 05846c0c8e8b69f4…
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