WU, JIA-JHOU
National Taipei University of Business Department of Business Administration Assistant Professor
E-mail：jjw2021@ntub.edu.tw
Abstract
This study investigates the effects of integrating generative AI into data analysis instruction in a digital marketing course for business administration students. A one-group pretest–posttest design was employed to evaluate the instructional outcomes. The intervention focused on the search engine optimization module, in which students used generative AI tools to analyze keyword data, interpret relevant indicators, and support marketing decision-making. The results showed that students’ learning motivation and AI self-efficacy significantly improved after the intervention. However, although data literacy increased, the difference was not statistically significant. Overall, the findings suggest that generative AI has positive potential as a teaching support tool in business education.
Keywords：generative AI, digital marketing, data literacy, learning motivation, AI self-efficacy