1. MAU KHA LY - MBA, Thien Loc Construction Trading Investment Co., Ltd., (Vietnam), 243/32 Chu Van An Street, Phu Thanh Ward, Ho Chi Minh City.
2. Dr. THANH TIEN NGUYEN - Faculty of Marketing and International Business, HUTECH University (Vietnam), 475A Dien Bien Phu Street, Thanh My Tay Ward, Ho Chi Minh City.
3. DIEN MINH NGUYEN - MBA, Tam Binh Ward Peoples Committee, Vietnam, 707 To Ngoc Van Street, Tam Binh Ward, Ho Chi Minh City.
4. PHONG THANH HOANG NGUYEN - MBA, Viet Dental Services Trading Co., Ltd. (Vietnam) 198D Hoang Dieu Street, Khanh Hoi Ward, Ho Chi Minh City.
5. HUNG NGOC MANH - MBA, Lecturer, Faculty of Marketing and International Business, HUTECH University (Vietnam), 475A Dien Bien Phu Street, Thanh My Tay Ward, Ho Chi Minh City.
This study aims to define the impact of ChatGPT on the learning motivation of students at private universities in Ho Chi Minh City. Based on the Technology Acceptance Model (TAM), the research constructs a model with hypotheses about the influence of perceived usefulness and perceived ease of use on the acceptance of ChatGPT, which subsequently affects students’ learning motivation. The study employs a quantitative research method, surveying 227 students from four major private universities in Ho Chi Minh City. Data is analyzed using SmartPLS software to validate the model and research hypotheses. The findings indicate that perceived usefulness and perceived ease of use of ChatGPT are key factors driving students' acceptance of this tool. Acceptance of ChatGPT usage enhances students’ learning motivation through benefits such as interactive support and personalized learning experiences. The study suggests managerial implications to optimize ChatGPT’s effectiveness, improve student motivation, and enhance learning quality at private universities in Ho Chi Minh City.
ChatGPT, Learning motivation, Ease of use, Perceived usefulness, A.I.