This study addresses the gap in understanding graduate students' sustained engagement behavior (SEB) with generative artificial intelligence (GAI) by integrating the Technology Acceptance Model (TAM), Expectation Confirmation Theory (ECT), and Theory of Reasoned Action (TRA) into a comprehensive embedding model. It introduces the Technology…

Artificial Intelligence (AI) has become an important technology affecting the development of society and education, and it is crucial to explore AI to enhance students' creativity and learning performance. This research proposes the model and hypothesis based on the resource-based theory and related research. AI of higher education institute (HEI)…