Impact of Motivation Factors for Using Generative AI Services on Continuous Use Intention

Mediating Trust and Acceptance Attitude

Dados Bibliográficos

ID13027692
AutoresSangbum Kang (Seoul School of Integrated Sciences and Technologies), Yongjoo Choi (Seoul School of Integrated Sciences and Technologies), Boyoung Kim (0000-0003-4169-7476, Seoul School of Integrated Sciences and Technologies)
Ano2024
Volume13
Fascículo9
Páginas475-475
Data de publicação2024-09-09
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoSocial Sciences (JOURNAL)
Identificadores do periódicoISSN: 2076-0760 • E-ISSN: 2076-0760
EditoraMDPI AG (PUBLISHER • IT)
DOI10.3390/socsci13090475
OpenAlexW4402368433
IdiomaEN
Citações recebidas5
Referências citadas92

This study aims to empirically analyze the relationship between the motivational factors of generative AI users and the intention to continue using the service. Accordingly, the motives of users who use generative AI services are defined as individual, social, and technical motivation factors. This research verified the effect of these factors on intention to continue using the services and tested the meditating effect of trust and acceptance attitude. We tested this through verifying trust and acceptance attitudes. An online survey was conducted on language-based generative AI service users such as OpenAI’s ChatGPT, Google Bard, Microsoft Bing, and Meta-Lama, and a structural equation analysis was conducted through a total of 356 surveys. As a result of the analysis, individual, social, and technical motivational factors all had a positive (+) effect on trust and acceptance attitude on the attitude toward accepting generative AI services. Among them, individual motivation such as self-efficacy, innovation orientation, and playful desire were found to have the greatest influence on the formation of the acceptance attitude. In addition, social factors were identified as the factors that have the greatest influence on trust in the use of generative AI services. When it comes to using generative AI, it was confirmed that social reputation or awareness directly affects the trust in usability

Generative grammar · Applied Psychology · Computer Science · Diverse Approaches in Healthcare and Education Studies · Diverse Topics in Contemporary Research · Psychology · Social Psychology · Technology Adoption and User Behaviour · Artificial Intelligence

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