AI as a facilitator of creativity and wellbeing in business students: A multigroup approach between public and private universities

Authors

DOI:

https://doi.org/10.5007/1518-2924.2025.e103485

Keywords:

AI adoption, Perceived usefulness, Creativity, Happiness, Higher education

Abstract

Objetivo: Este artículo tiene como objetivo explorar el efecto de la adaptabilidad percibida, la utilidad percibida y la facilidad de uso de la IA en la creatividad y la felicidad (felicidad) de estudiantes de negocios de universidades de México. Además, se busca analizar cómo se diferencian estas relaciones entre estudiantes de universidades públicas y privadas, utilizando un enfoque multigrupal.

Método: Se adoptó un enfoque experimental cuantitativo con un diseño transversal. En la manifestación participaron 270 estudiantes de negocios de una universidad pública y privada de México. La recogida de datos se realizó a través de un cuestionario online, utilizando escalas previamente validadas para medir la utilidad percibida, la facilidad de uso, la adopción de la IA, la creatividad y la felicidad. Los datos se analizarán utilizando modelos de ecuaciones estructurales (SEM) y análisis multigrupo (MGA) para evaluar las diferencias entre grupos.

Resultados: Los principales hallazgos indican que la adopción de la IA afecta significativamente la relación entre utilidad percibida, facilidad de uso percibida y resultados en términos de creatividad y mejora. Se descubrió que la adopción de la IA tuvo una mayor influencia en la creatividad en las instituciones públicas, mientras que su impacto en la felicidad fue más pronunciado en las universidades privadas. Estas diferencias sugieren que en contextos con recursos limitados, la IA puede compensar la falta de otros recursos, mejorando la creatividad.

Conclusión: Este estudio amplía el Modelo de Aceptación de Tecnología (TAM) para incluir variables como la creatividad y la felicidad, destacando la importancia del contexto socioeconómico en la adopción tecnológica en las universidades. Las implicaciones sugieren que las instituciones públicas deberían centrarse en mejorar el acceso a tecnologías como la IA, mientras que las instituciones privadas deberían garantizar un uso ético y responsable, promoviendo tanto el rendimiento académico como el bienestar de los estudiantes.

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Author Biographies

Mario Alberto Salazar-Altamirano, Universidade Autônoma de Tamaulipas

Mario Alberto Salazar-Altamirano graduated with a degree in Law from the Autonomous University of San Luis Potosí and obtained his Master’s in Business Administration and Finance from TEC Milenio University in Monterrey, Nuevo León. His research interests include internal marketing, workplace happiness, social marketing, organisational behaviour, leadership, and organisational climate, among others. He is currently pursuing a PhD in Strategic Business Management at the Faculty of Commerce and Administration in Tampico, Autonomous University of Tamaulipas, Mexico.

Orlando Josué Martínez-Arvizu, Universidade Autônoma de Tamaulipas

Orlando Josué Martínez-Arvizu graduated with a degree in Marketing with Honours from the Autonomous University of San Luis Potosí and obtained his Master's in Business Management from the same university, a programme that is part of the National Postgraduate System of CONAHCYT. His research interests include internal marketing, social marketing, consumer behaviour, and organisational behaviour, among others. He is currently pursuing a PhD in Strategic Business Management at the Faculty of Commerce and Administration in Tampico, Autonomous University of Tamaulipas, Mexico, a programme that is also part of the National Postgraduate System of CONAHCYT.

Esthela Galván-Vela, CETYS Universidade

Doctor of Administrative Sciences. Full-Time Professor and Researcher at CETYS University, Tijuana Campus, Mexico. Lecturer in Undergraduate and Postgraduate programmes. Research areas: Happiness Management, Workplace Happiness, Intrapreneurship, and Worker Behaviour. Recent publications: (Corresponding Author) Sikandar Ali Qalati, Esthela Galvan Vela, Wenyuan Li, Sarfraz Ahmed Dakhan, Truong Thi Hong Thuy & Sajid Hussain Merani. (2021) “Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping”, Cogent Business & Management, 8:1, 1869363, DOI: 10.1080/23311975.2020.1869363; (Corresponding Author) Ravina-Ripoll, R., Galvan-Vela, E., Sorzano-Rodríguez, D.M. and Ruíz-Corrales, M. (2023), "Mapping intrapreneurship through the dimensions of happiness at work and internal communication", Corporate Communications: An International Journal, Vol. 28 No. 2, pp. 230-248.

Rafael Ravina-Ripoll, Universidade de Cádiz

Doctor of History. Professor at the University of Cádiz, Spain. Department of Organisation and Business. Research areas: Happiness Management, Workplace Happiness, Organisational Justice, and Worker Behaviour.

Lorena Gabriela Hernández-Arteaga, Universidade Autônoma de Tamaulipas

Lorena Gabriela Hernández-Arteaga graduated with a degree in Foreign Trade from the Autonomous University of Tamaulipas and obtained her Master's in Business Administration from the same institution. Her research interests include green marketing, green purchase intention, corporate social responsibility, organisational behaviour, organisational climate, among others. She is currently a lecturer at the Faculty of Commerce and Administration in Tampico and is pursuing a PhD in Strategic Business Management at the Autonomous University of Tamaulipas, Mexico.

David Gómez Sánchez, Universidade Autônoma de São Luis Potosí

David Gómez Sánchez holds a PhD in Management and Marketing and is a Full-Time Research Professor affiliated with the Marketing programme at the Multidisciplinary Academic Unit in the Zona Media of the Autonomous University of San Luis Potosí. He is currently the Academic Secretary and a Member of the National System of Researchers from 2023 to 2026 (Candidate category), as well as a Member of the State System of Researchers in San Luis Potosí from 2022 to 2025. He has held the PROMEP recognition for professors with a desirable profile since 2010, valid until 2025, and has been ANFECA certified since 2011, with validity until 2026. He is a member of the Consolidated Academic Body CA-UASLP-226 Studies for Regional and Organisational Development. His lines of research include consumer behaviour and organisational behaviour. He has published in peer-reviewed and indexed journals, contributed to book chapters, and presented at national and international conferences. Additionally, he has supervised theses at the undergraduate, master's, and doctoral levels.

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A capa da Revista ENCONTROS BIBLI apresenta como título do volume 30 do ano 2025 "Por uma ciência diversa, equitativa, inclusiva e acessível." Visualmente, a imagem destaca várias silhuetas de perfis de rostos humanos, representando diversidade, com diferentes tons de pele. À direita, há uma representação do globo terrestre. Na parte inferior da capa, são exibidas informações institucionais: "Departamento de Ciência da Informação, Programa de Pós-graduação em Ciência da Informação, Portal de Periódicos UFSC." A publicação é datada de 2025, Volume 30, ISSN 1518-2924.

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2025-03-17

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SALAZAR-ALTAMIRANO, Mario Alberto; MARTÍNEZ-ARVIZU, Orlando Josué; GALVÁN-VELA, Esthela; RAVINA-RIPOLL, Rafael; HERNÁNDEZ-ARTEAGA, Lorena Gabriela; GÓMEZ SÁNCHEZ, David. AI as a facilitator of creativity and wellbeing in business students: A multigroup approach between public and private universities . Encontros Bibli: electronic journal of library science, archival science and information science, Florianópolis/SC, Brasil, v. 30, p. 1–30, 2025. DOI: 10.5007/1518-2924.2025.e103485. Disponível em: https://periodicos.ufsc.br/index.php/eb/article/view/103485. Acesso em: 6 dec. 2025.

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Vol. 30 (2025): For diverse, equitable, inclusive, and accessible science

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Dossier: News scenarios of the Digital Society and the challenges of Generative Artificial Intelligence

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Copyright (c) 2025 Mario Alberto Salazar-Altamirano, Orlando Josué Martínez-Arvizu, Esthela Galván-Vela, Rafael Ravina-Ripoll, Lorena Gabriela Hernández-Arteaga, David Gómez Sánchez

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