Morality and modeling of intention to use Chatgpt technology




ChatGPT, artificial intelligence, chatbot, natural language processing


Research Objective: the main objective in this article is to identify new variables that can improve a Proposed Integrative Model (PIM) for ChatGPT adoption. PIM, in turn, is based on three consolidated theories: TAM (Technology Acceptance Model), DIT (Diffusion of Innovation Theory) and TCMD (Theory of Cognitive Moral Development).

Methodology/Approach: the approach in this study is qualitative, with interviews from experts who use ChatGPT in their areas, including three journalists, two technology professionals and three teachers. The interview guide involved the three theories. Textual data is analyzed with AtlasTi. software.

Originality/Relevance: the research address doubts and fears about ChatGPT, an emerging technology highlighted in several fields, including Education. The results describe and interpret several influences (for example: psychological, social and technological) on the use of ChatGPT, in a nation (Brazil) with one of the largest populations in the world.

Main Results: we identified 16 new variables potentially influential in the use of ChatGPT: accessibility, access to connectivity, trust in technology, creativity, entertainment, expectations, previous experience, feedback and continuous improvement, perceived innovation, integration with existing systems, time saving, customization, reduction workload, perceived risk, satisfaction and safety. Three aspects emerged around morality: intrinsic relationship between morality and ChatGPT: (i) attributing responsibility to the company OpenAI; (ii) intimate nature, intrinsic and individual characteristic of morality as an independent element of any technology; (iii) practice of reproducing content, historically considered illegal, which does not represent anything new from a legal point of view, regardless the technological era.

Theoretical/Methodological Contributions: the identified variables not only broaden but also improve the general understanding of ChatGPT adoption.


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Author Biographies

André Torres Urdan, Universidade Nove de Julho - UNINOVE / São Paulo, SP

Professor at the Graduate Program in Administration at Nove de Julho University, where he integrates the Research Line on Consumption, Technology, and Digital Transformation. He is the Scientific Editor of the Brazilian Journal of Marketing. He was a full professor in the Marketing Department at FGV-EAESP (1999 to 2014), adjunct professor at UFMG, and doctoral professor at FEA-USP. His current interests lie in services, well-being, and happiness mediated by digital technology. He holds a Ph.D. in Administration (FEA-USP, 1993) and a Master's in Business Administration (FGV-EAESP, 1992). He graduated in Civil Engineering (UFMG, 1984), Administration (UFMG, 1987), and Accounting (PUC-MG, 1986).

Celise Marson, Universidade Nove de Julho – UNINOVE / São Paulo, SP

Master's degree. Universidade Nove de Julho (UNINOVE) / São Paulo, SP – Brazil.


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How to Cite

Torres Urdan, A., & Marson, C. (2024). Morality and modeling of intention to use Chatgpt technology. International Journal of Innovation, 12(1), e26378.