Article
Technology Adoption and Economic Empowerment: An S–O–R Model Assessment of Chatgpt Utilisation among Self-Help Groups in Shravasti District, Uttar Pradesh
This study examines technology adoption and rural empowerment through the lens of the Stimulus–Organism–Response (S–O–R) framework, focusing on the use of ChatGPT by Self-Help Groups (SHGs) in Shravasti District, Uttar Pradesh. The research investigates how key technological and environmental stimuli, including perceived ease of use, perceived usefulness, institutional support, social influence, and perceived risk, shape individuals’ internal psychological states, namely digital self-efficacy and perceived economic competence. These organismic factors subsequently influence technology adoption behaviour and contribute to economic empowerment outcomes among rural users. Employing a quantitative cross-sectional research design and Structural Equation Modelling (SEM), the study provides empirical support for the applicability of the S–O–R framework in understanding AI-enabled technology adoption in rural contexts. The findings indicate that perceived usefulness, institutional support, and social influence play significant roles in strengthening digital confidence and economic capability, while perceived risk negatively affects individuals’ perceptions of their economic potential. Furthermore, enhanced digital self-efficacy and perceived economic competence promote greater adoption of ChatGPT, which, in turn, facilitates economic empowerment. The study contributes theoretically by integrating the S–O–R model, the Technology Acceptance Model (TAM), and empowerment theory to explain rural AI adoption. Methodologically, it demonstrates the value of SEM in rural development research, while practically highlighting the importance of institutional support, peer-driven diffusion mechanisms, and digital literacy initiatives in fostering sustainable rural economic empowerment through AI technologies.