Influence of Students’ Perceptions and Use of Artificial Intelligence on Academic Learning: A Study of BSBA Marketing Students at Gordon College

Japril Baldera; Rochelle Abia; Andrei Delos Reyes; Reynadel Maneja; Maricha Jhen Sacbantona; Joy Ann Ragasa; Roger Idos

doi:10.55927/fjmr.v4i8.471

Authors

Japril Baldera Gordon College
Rochelle Abia Gordon College
Andrei Delos Reyes Gordon College
Reynadel Maneja Gordon College
Maricha Jhen Sacbantona Gordon College
Joy Ann Ragasa Gordon College
Roger Idos Gordon College

DOI:

https://doi.org/10.55927/fjmr.v4i8.471

Keywords:

AI in Academic Learning, Utilization of AI, Perception in AI, AI Assisted Learning

Abstract

This study explores how students' perceptions and utilization of Artificial Intelligence (AI) influence academic learning, focusing on Bachelor of Science in Business Administration (BSBA) Marketing students at Gordon College. Understanding how students perceive and engage with AI tools is vital for enhancing learning outcomes. Using a quantitative descriptive survey design, data were gathered from 200 respondents across all academic levels. The study examined personal beliefs, attitudes, AI-assisted learning, and the actual utilization of AI tools in academic contexts. Results revealed that students strongly believe in the value of AI and demonstrate positive attitudes toward its use. Attitude emerged as a significant predictor of both AI-assisted learning and AI utilization, while personal belief had a weaker influence.

References

Al Dhaen, E. S. (2022). Artificial intelligence in higher education: Enhancing teaching and learning experiences. Journal of Educational Technology Research, 14(2),115–129.

Alharbi, A., & Drew, S. (2022). Factors influencing students’ acceptance of AI tools in higher education. International Journal of Educational Technology in Higher Education, 19(45), 1–18. http://dx.doi.org/10.14569/IJACSA.2014.050120

Asio, J. M. R. (2024). AI literacy, self-efficacy, and self-competence among college students: Variances and interrelationships among variables. MOJES: Malaysian Online Journal of Educational Sciences, 12(3), 44-60. https://doi.org/10.22452/aldad.vol12no3.4

Asio, J. M. R., & Gadia, E. D. (2024). Predictors of student attitudes towards artificial intelligence: Implications and relevance to the higher education institutions. International Journal of Didactical Studies, 5(2), 27763. https://doi.org/10.33902/ijods.202427763

Asio, J. M. R., & Soriano, I. D. (2025). The state of artificial intelligence (AI) use in higher education institutions (HEIs) in the Philippines. In Impacts of AI on Students and Teachers in Education 5.0 (pp. 523-552). IGI Global. https://doi.org/10.4018/979-8-3693-8191-5.ch019

Asio, J. M. R., & Suero, A. N. (2024). Artificial intelligence anxiety, self-efficacy, and self-competence among students: Implications to higher education institutions. Education Policy and Development, 2(2), 82-93. https://doi.org/10.31098/epd.v2i2.2541

Asio, J. M. R., Cruz, A. J. D., Oconer, S. M., & Quimen, V. C., Jr. (2025). Level of student attitudes towards artificial intelligence: Perspectives from nursing students. International Journal of Didactical Studies, 6(3), 35613. https://doi.org/10.33902/ijods.202535613

CHED. (2023). CHED digital transformation framework. https://ched.gov.ph

Wang, S., Wang, F., Zhu, Z., Wang, J., Tran, T., & Du, Z. (2024). Artificial intelligence in education: A systematic literature review. Expert Systems with Applications, 252, Article 124167. https://doi.org/10.1016/j.eswa.2024.124167

Chen, X., Zhang, Y., & Li, W. (2020). The role of AI in personalized instruction. Computers & Education, 156, 103954. https://doi.org/10.1016/j.compedu.2020.103954

Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Routledge.

Cota-Rivera, M., Gonzalez, P., & Ramirez, L. (2024). Data-driven education models: AI’s impact on teaching and learning. Educational Technology & Society, 27(1), 64–79.

Douglas, K. (2023). Universities reverse bans on generative AI tools. Times Higher Education. https://www.timeshighereducation.com

Dubois, S., Martin, C., & Keller, R. (2023). Ethical implications of AI in marketing education. European Journal of Marketing Education, 11(2), 145–160.

Education.ai_integration. (2025). Belief and attitude effects on AI learning outcomes. Journal of Artificial Intelligence in Education, 35(1), 55–69.

Estrellado, R., & Miranda, J. (2023). Barriers to AI adoption in Philippine higher education. Asian Education Studies, 9(1), 90–105.

Garcia, P., & Thompson, J. (2023). AI-assisted learning and academic performance. Journal of Learning Analytics, 10(3), 33–49.

Gordon College. (2023). Annual report. Gordon College Press.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson.

Hashmi, S., & Bal, P. (2024). The role of generative AI in enhancing academic performance. Educational Research International, 13(2), 77–88.

Hernandez, M., & Park, S. (2023). Ethical perceptions of AI in higher education. Journal of Educational Ethics, 8(4), 322–337.

Holmes, W., Bialik, M., & Fadel, C. (2019). Artificial intelligence in education: Promises and implications for teaching and learning. Center for Curriculum Redesign.

IDP Education. (2024). AI literacy among Philippine students. https://www.idp.com

Jeilani, M., Carter, R., & Singh, A. (2025). Institutional support and AI learning outcomes. International Journal of Technology in Education, 17(1), 42–58.

Johnson, T., & Patel, R. (2024). Self-efficacy and AI tool adoption. Journal of Learning and Instruction, 34(2), 145–158.

Johnson, T., Williams, P., & Kim, H. (2022). AI in developing analytical skills. Business Education Review, 14(2), 112–125.

Kim, H. (2023). Understanding the Shapiro-Wilk test in educational research. Educational Measurement Insights, 21(3), 17–22.

Kim, S., & Park, J. (2022). AI-enhanced curricula in South Korea. Asia-Pacific Journal of Education, 42(4), 589–604.

Kumar, N., Singh, R., & Verma, P. (2022). AI for personalized learning pathways. Computers in the Schools, 39(3), 230–247.

Lee, J., & Kim, H. (2023). AI for skill development in higher education. Educational Technology Research and Development, 71(5), 2123–2140.

Lee, M., Johnson, P., & Rivera, C. (2024). AI’s role in reshaping inclusion in education. International Review of Education Technology, 18(1), 55–72.

Luckin, R., Holmes, W., Griffiths, M., & Forcier, L. B. (2016). Intelligence unleashed: An argument for AI in education. Pearson.

Martinez, S., & Lopez, A. (2023). Efficiency and ethical concerns in AI-assisted learning. Education and Information Technologies, 28(4), 4223–4240.

Martinez, S., Patel, A., & Chen, J. (2022). Students’ views on AI reliability. Journal of Educational Technology Systems, 51(1), 32–47.

Nguyen, H., Tran, T., & Le, P. (2023). Confidence in AI for academic learning. Journal of Educational Technology, 40(2), 150–166.

Nguyen, T., & Tran, L. (2022). AI and comprehension in higher education. Journal of Digital Learning, 18(3), 77–92.

OECD. (2023). AI in education: Opportunities and risks. Organisation for Economic Co-operation and Development. https://www.oecd.org

Park, J., & Lee, H. (2023). AI as a supplementary learning tool. Journal of Educational Studies, 45(3), 221–239.

Park, J., Lee, H., & Kim, S. (2022). Student openness to AI. Education and Information Technologies, 27(5), 6231–6249.

Patel, R., & Rao, S. (2022). AI integration challenges in India. Indian Journal of Education and Development, 15(2), 99–112.

Rivera, C., & Chen, Y. (2023). Broadening learning capabilities with AI. Journal of Innovative Learning, 12(1), 45–59.

Smith, A., & Johnson, T. (2021). AI in higher education: A global review. Journal of Educational Technology, 35(4), 310–327.

Smith, A., & Johnson, T. (2024). Building ethical confidence in AI use. Educational Research and Practice, 19(2), 98–112.

Soliman, M. (2024). Institutional readiness and AI adoption in higher education. Journal of Higher Education Policy, 29(1), 75–90.

Tahiru, F. (2021). The role of AI in advanced economies. International Journal of Education and Development, 11(3), 120–134.

Tan, M. (2023). Simulating marketing strategies with AI. Singapore Management Review, 22(2), 89–105.

UNESCO. (2021). AI and education: Guidance for policy-makers. UNESCO Publishing. https://unesdoc.unesco.org/ark:/48223/pf0000376709

Williams, P., & Patel, R. (2024). AI for problem-solving in academics. Journal of Applied Educational Research, 16(3), 199–215.

World Economic Forum. (2023). Shaping the future of education with AI. https://www.weforum.org

Zawacki-Richter, O., Marín, V. I., Bond, M., & Gouverneur, F. (2019). Systematic review of research on artificial intelligence applications in higher education: Where are the educators? International Journal of Educational Technology in Higher Education, 16, 39. https://doi.org/10.1186/s41239-019-0171-0

Zhang, L., & Li, Y. (2023). Personalized learning with AI. Journal of Learning Sciences, 32(2), 188–204.

Zhang, Q., Liu, M., & Wang, H. (2022). Student self-efficacy in AI tool use. Computers & Education, 180, 104425. https://doi.org/10.1016/j.compedu.2022.104425