Ethics Awareness and Consumer Wisdom of ChatGPT Among University Students: A Construal Level Theory Perspective
Lukluk Ilmatul Khairi (a*), Bernardinus M. Purwanto (b)

a.) Department of Management, Faculty of Economics and Business, Universitas Gadjah Mada Jalan Sosio Humaniora No. 1, Bulaksumur, Yogyakarta 55281, Indonesia. *luklukilmatulkhairi[at]mail.ugm.ac.id
b.) Department of Management, Faculty of Economics and Business, Universitas Gadjah Mada Jalan Sosio Humaniora No. 1, Bulaksumur, Yogyakarta 55281, Indonesia

Abstract

The rapid advancement of technology has given rise to generative artificial intelligence, notably ChatGPT (Chat Generative Pre-trained Transformer), introduced by OpenAI in November 2022. This technology has had a profound impact across various sectors, including higher education. Academic institutions have increasingly adopted ChatGPT to support the development of students writing skills, promote academic integrity, and prevent plagiarism. However, the widespread use of ChatGPT has also sparked ethical concerns regarding its potential misuse by students to generate academic content without proper attribution. As such, it is imperative for educational institutions to ensure that students not only comply with usage policies but also develop a deep understanding of the ethical and academic implications associated with AI-assisted writing tools. This study aims to examine the factors that influence students wise and consumer wisdom of ChatGPT in academic contexts. Grounded in Construal Level Theory and Ethical Decision Making Theory, the study employs Structural Equation Modeling-Partial Least Squares (SEM-PLS) to analyze data collected from university students across Indonesia. The findings are expected to contribute to the formulation of strategies that promote ethical AI usage in higher education.

Keywords: Emotional Connectedness- Knowledge- Psychological Distance- Salience- Social Distance

Topic: Marketing management