Exploring the usage behavior of generative artificial intelligence
A case study of ChatGPT with insights into the moderating effects of habit and personal innovativeness
Bibliographic Data
| ID | 21624872 |
|---|---|
| Authors | Qianli Wu (0009-0001-8463-729X, Kyonggi University, corresponding author), Jinyan Tian (Hunan University of Arts and Science), Ziyang Liu (0000-0002-7761-5674, Kyonggi University) |
| Year | 2025 |
| Volume | 44 |
| Issue | 9 |
| Pages | 8190-8203 |
| Publication date | 2025-05-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Current Psychology (JOURNAL) |
| Journal identifiers | ISSN: 1046-1310 • E-ISSN: 1936-4733 |
| Publisher | Springer Science and Business Media LLC (PUBLISHER) |
| DOI | 10.1007/s12144-024-07193-w |
| OpenAlex | W4406009314 |
| Language | EN |
| Citations received | 7 |
| References cited | 49 |
This study, using ChatGPT as a case, based on the Unified Theory of Acceptance and Use of Technology 3 (UTAUT3) model, explores university students’ attitudes, Behavioral Intentions (BI), and influencing factors towards Generative Artificial Intelligence (GenAI). It focuses on two crucial moderating variables: Habit (H) and Personal Innovativeness (PI). The goal is to uncover the mechanisms through which H and PI influence GenAI BI, providing a deeper understanding of GenAI Usage Behavior (UB). This study conducted a comprehensive survey of 510 college students, utilizing SPSS 26.0 and AMOS 24.0 for data analysis. Results reveal significant positive impacts of Performance Expectations (PE), Effort Expectations (EE), Social Influence (SI), and Hedonic Motivation (HM) on students’ BI to use ChatGPT, except for Price Value (PV). Additionally, BI significantly influences actual UB. Moderation analysis shows H negatively moderates the BI-UB relationship, indicating its inhibitory effect, while PI positively moderates this relationship, emphasizing the innovative role in promoting GenAI usage. These findings contribute to a theoretical understanding of GenAI UB and offer practical product design and promotion insights
Generative grammar · Habit · Digital Marketing and Social Media · Psychology · Social Psychology · Technology Adoption and User Behaviour · Technology Use by Older Adults · Artificial Intelligence
Pre-service mathematics and science teacher’s perceptions of ChatGPT as future educators
Adoption intention of generative artificial intelligence among Chinese college students
Exploring the acceptance of ChatGPT in higher education
Understanding the Role of Trust, Perceived Risk, and Habit in Organization Members' Generative AI Use
Are you ready to be treated innovatively? The composite influence of service innovation in scenic hotels on customers’ post-stay revisit intention
Exploration of ChatGPT adoption among italian university students
Understanding the impacts of intelligence and anthropomorphism on user stickiness in AI-driven mobile banking applications
Understanding the Internet banking adoption
A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology
Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations
An international comparison of technology adoption
On the evaluation of structural equation models
PLS-Sem
The theory of planned behavior
User Acceptance of Information Technology
Consumer Acceptance and Use of Information Technology
A new criterion for assessing discriminant validity in variance-based structural equation modeling
An Index of Factorial Simplicity
Structural Equation Models with Unobservable Variables and Measurement Error
Internet banking adoption strategies for a developing country
Influence of the user’s psychological factors on the online purchase intention in rural tourism
How are habits formed
How do habits guide behavior? Perceived and actual triggers of habits in daily life
Applying the UTAUT to Understand Factors Affecting the Use of English E-Learning Websites in Taiwan
Innovativeness
| Unique citing works | 7 |
|---|---|
| Citations per year | 7 |
| Citation span | 2025 - 2026 (2) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 7 |