ChatGPT represents a state-of-the-art progression in artificial intelligence (AI)-enabled technology, used extensively in various sectors to make human lives easier and more convenient. It may provide additional assistance with different pedagogical methods. This research examines the effectiveness of integrating ChatGPT as an educational resource in student learning. A total of 505 responses were collected from university students located in Malaysia. The data were processed in SmartPLS 4.0 using the partial least squares with structural equation modelling technique. Findings reveal that tech competency has a positive impact on ChatGPT literacy and transparency; however, it has no significant impact on the adoption of ChatGPT. Additionally, ChatGPT's literacy and transparency have a significant impact on its adoption. Transparency acts as a mediator in the relationship between tech competency and ChatGPT adoption. On the other hand, ChatGPT literacy does not mediate the influence of tech competency on the adoption of ChatGPT. The impact of user innovativeness acts as a moderator on the influence of tech competency on ChatGPT literacy, transparency, and its adoption for learners' effectiveness. These results are informative for educational stakeholders who aim to enhance instructional design and refine the quality of learners' educational experiences by revealing the impact and prospects of ChatGPT as an educational tool. These findings enable improved decision-making and the design of more effective technology-enhanced educational interventions.