Motivations of University Students in Kosova for Using ChatGpt: A Uses and Gratifications Approach

Flora Hajdarmataj
Alaaddin F. Paksoy

Session

Journalism, Media and Communication

Description

Artificial intelligence (AI) has become an integral part of everyday life, significantly transforming how individuals interact with technology. As AI continues to evolve, it is reshaping communication, learning, and productivity. One of the most prominent examples of this transformation is the AI-powered chatbot ChatGPT, which has emerged as a widely used tool, fundamentally altering the dynamics of internet technologies and becoming a valuable resource for a broad audience (D, J., Srinivasan, M., Dhanunjay, G. S., & Shamala, R., 2023). This study aims to explore the motivations behind ChatGPT usage among undergraduate, graduate, and doctoral students at Universities in Kosova, within the theoretical framework of the Uses and Gratifications Approach. Rooted in the idea that individuals actively choose media to fulfill specific needs, this research seeks to understand how and why students use ChatGPT and what types of gratifications they obtain through its use. The study adopts a quantitative research design and collects data through an online survey (administered via Google Forms), using the snowball sampling method to reach participants. The collected data focuses on usage frequency, purposes of use (e.g., academic support, language learning, content creation), and perceived benefits. It also explores the individual, social, and technological factors influencing students’ preferences. Preliminary findings indicate that university students in Kosova primarily use ChatGPT for educational purposes, such as accessing information, saving time, generating creative content, and solving academic problems. ChatGPT is not just a tool but has become a digital assistant that enhances students’ learning processes. Another significant aim of this research is to contribute to the theoretical expansion of the Uses and Gratifications framework in the context of emerging AI technologies. By examining user motivations and experiences, the study provides a deeper understanding of the social, psychological, and technological dimensions of human-AI interaction.

Keywords:

Artificial Intelligence (AI), ChatGPT, Uses and Gratifications, University Students, Kosova

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-982-41-2

Location

UBT Lipjan, Kosovo

Start Date

25-10-2025 9:00 AM

End Date

26-10-2025 6:00 PM

DOI

10.33107/ubt-ic.2025.230

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Oct 25th, 9:00 AM Oct 26th, 6:00 PM

Motivations of University Students in Kosova for Using ChatGpt: A Uses and Gratifications Approach

UBT Lipjan, Kosovo

Artificial intelligence (AI) has become an integral part of everyday life, significantly transforming how individuals interact with technology. As AI continues to evolve, it is reshaping communication, learning, and productivity. One of the most prominent examples of this transformation is the AI-powered chatbot ChatGPT, which has emerged as a widely used tool, fundamentally altering the dynamics of internet technologies and becoming a valuable resource for a broad audience (D, J., Srinivasan, M., Dhanunjay, G. S., & Shamala, R., 2023). This study aims to explore the motivations behind ChatGPT usage among undergraduate, graduate, and doctoral students at Universities in Kosova, within the theoretical framework of the Uses and Gratifications Approach. Rooted in the idea that individuals actively choose media to fulfill specific needs, this research seeks to understand how and why students use ChatGPT and what types of gratifications they obtain through its use. The study adopts a quantitative research design and collects data through an online survey (administered via Google Forms), using the snowball sampling method to reach participants. The collected data focuses on usage frequency, purposes of use (e.g., academic support, language learning, content creation), and perceived benefits. It also explores the individual, social, and technological factors influencing students’ preferences. Preliminary findings indicate that university students in Kosova primarily use ChatGPT for educational purposes, such as accessing information, saving time, generating creative content, and solving academic problems. ChatGPT is not just a tool but has become a digital assistant that enhances students’ learning processes. Another significant aim of this research is to contribute to the theoretical expansion of the Uses and Gratifications framework in the context of emerging AI technologies. By examining user motivations and experiences, the study provides a deeper understanding of the social, psychological, and technological dimensions of human-AI interaction.