RT journal article
T1 AI as a facilitator of creativity and wellbeing in business students: a multigroup approach between public and private
T2 IA como facilitadora de creatividad y bienestar en estudiantes de negocios: un enfoque multigrupo entre universidades públicas y privadas
A1 Salazar Altamirano, Mario Alberto
A1 Martínez-Arvizu, Orlando Josue
A1 Galván-Vela, Esthela
A1 Ravina Ripoll, Rafael
A1 Hernández-Arteaga, Lorena Gabriela
A1 Gómez Sánchez, David
A2 Organización de Empresas
K1 Artificial Intelligence adoption
K1 Perceived usefulness
K1 Creativity
K1 Happiness
K1 Higher education
AB Objective: This article aims to explore the effect of perceived adaptability, perceived usefulness, and ease of use of AI on the creativity and well-being (happiness) of business students in universities in Mexico. Additionally, it seeks to analyse how these relationships differ between students from public and private universities, using a multi-group approach.Method: A non-experimental quantitative approach with a cross-sectional design was adopted. The sample included 270 business students from both a public and a private university in Mexico. Data collection was conducted through an online questionnaire, using previously validated scales to measure perceived usefulness, ease of use, AI adoption, creativity, and happiness. Data were analysed using structural equation modelling (SEM) and multi-group analysis (MGA) to assess differences between groups.Results: The main findings indicate that AI adoption significantly mediates the relationship between perceived usefulness, perceived ease of use, and outcomes in terms of creativity and well-being. AI adoption was found to have a stronger influence on creativity in public institutions, while its impact on happiness was more pronounced in private universities. These differences suggest that in resource-limited contexts, AI may compensate for the lack of other resources, enhancing creativity.Conclusion: This study expands the Technology Acceptance Model (TAM) by including variables such as creativity and happiness, highlighting the importance of the socio-economic context in technological adoption in universities. The implications suggest that public institutions should focus on improving access to technologies such as AI, while private institutions must ensure ethical and responsible use, promoting both academic performance and student well-being.
PB Universidad Federal de Santa Catarina
SN 1518-2924
YR 2025
FD 2025-03-17
LK http://hdl.handle.net/10498/35981
UL http://hdl.handle.net/10498/35981
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 09-nov-2026