The Relationship Between AI Use and Students' Originality, Innovation Level, Engagement, and Creativity: Investigating Through the Lens of Attitude Towards AI

Degree

Master of Science in Marketing

Department

Department of Marketing

School

School of Business Studies (SBS)

Date of Submission

Fall 2025-10-3

Supervisor

Dr. Ubedullah Khoso, Assistant Professor, Department of Marketing

Committee Member 1

Professor Dr. Lakhi Muhammad, Examiner I, Dean/Professor, Faculty of Management Sciences, SZABIST

Committee Member 2

Dr Ghazanfar Ali Abbasi, Examiner II, Assistant Professor, King Fahd University of Petroleum and Minerals, Dhahran, KSA

Committee Member 3

Dr. Ashar Saleem, Director Graduate Programs SBS, Institute of Business Administration (IBA), Karachi

Keywords

Artificial Intelligence (AI), Education, Student Creativity, Innovation, Attitudes Toward AI, Student Engagement, Originality, Need for Uniqueness (NFU), Susceptibility to Normative Influence (SNI), AI Adoption, Mediating Effects, Moderating Effect

Abstract

The growing use of Artificial Intelligence (AI) tools in higher education has raised important questions about their impact on students’ learning outcomes, particularly in developing countries such as Pakistan. This study examines how the frequency of AI usage influences students’ creativity, engagement, originality, and innovation, focusing on the mediating role of attitudes toward AI and the moderating influence of Need for Uniqueness (NFU) and Susceptibility to Normative Influence (SNI).

A quantitative survey of university students in Pakistan was analysed using Structural Equation Modelling. The findings show that attitudes toward AI strongly mediate the positive relationship between AI use and creativity-related outcomes, while NFU and SNI did not significantly moderate these relationships.

The study contributes to existing literature by emphasising the central role of attitudes over personality traits in shaping how students engage with AI in collectivist cultural settings. For educators and policymakers, the results highlight the importance of fostering constructive attitudes toward AI in curricula and training, ensuring its adoption enhances creativity and innovation rather than encouraging passive reliance.

Submission Type

Thesis

Document Type

Restricted Access

This document is currently not available here.

The full text of this document is only accessible to authorized users.

Share

COinS