Reconceptualizing GenAI Adoption in Higher Education: A Multidimensional Framework

Generative Artificial Intelligence (GenAI) is rapidly transforming higher education, yet its adoption by educators varies. Unlike prior studies focused on students, this research explores how educators integrate GenAI into their work, using job design as a lens. Grounded in Technology Acceptance Model (TAM), Task Technology Fit (TTF), and Job Characteristics Model (JCM), the study examines how skill variety, task identity, and autonomy affect GenAI acceptance. Interviews with 20 educators reveal that GenAI adoption depends not only on usefulness and ease of use but also on perceptions of autonomy and professional identity—offering new insights into technology adoption in academia.