Factors Influencing Attitudes and Behavioral Intentions toward the Use of Artificial Intelligence in Human Resource Management among Fourth-Year Students

Abstract

This study aimed to investigate the factors influencing attitudes and behavioral intentions toward the use of Artificial Intelligence (AI) in Human Resource Management (HRM) among fourth-year undergraduate students. The research integrated the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) as the conceptual framework. The population consisted of 239 fourth-year students majoring in Entrepreneurship at Bangkok University, while 160 valid responses were used for data analysis. Data were collected using a five-point Likert scale questionnaire and analyzed through descriptive statistics and multiple regression analysis. The findings revealed that perceived usefulness of AI, perceived ease of use of AI, perceived fairness of AI, and AI skills had significant positive effects on attitudes toward AI use. In addition, attitudes toward AI use and subjective norms significantly and positively influenced behavioral intentions to use AI in Human Resource Management. The proposed models explained 54.4% of the variance in attitudes and 62.8% of the variance in behavioral intentions. The findings suggest that enhancing AI skills, promoting perceptions of AI fairness, and fostering a supportive social environment for AI adoption play important roles in preparing students for the future workforce. Furthermore, the results provide practical implications for developing Human Resource Management curricula that are aligned with organizational transformation in the digital era.