Generative AI, why, how, and outcomes: A user perspective

Le, Van Huy and Nguyen, Hien and Vo-Thanh, Tan and Nguyen, Huu Thai Thinh and Tran, Thi Thu Dung (2023) Generative AI, why, how, and outcomes: A user perspective. AIS- Transactions on Human-Computer Interaction. ISSN 1944-3900 (In Press)

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Drawing on the extended Unified Theory of Acceptance and Use of Technology (UTAUT2) and Task-Technology Fit (TTF) theory, we developed a unique research model to explore the factors affecting ChatGPT use and the main activities individuals do while using ChatGPT, and determine whether they continue using ChatGPT and recommend it to others. The moderating role of curiosity in the relationships between various influencing factors and ChatGPT use was also examined. We conducted a quantitative research with the data collected from 671 users in Vietnam. The results indicated that (1) the majority of the dimensions of UTAUT2 and TTF affect ChatGPT use. However, interestingly, contrary to our expectation, effort expectancy, social influence, and trust have no effect on ChatGPT use, (2) ChatGPT use directly influences intention to continue using ChatGPT and word-of-mouth (WOM), (3) intention to continue using ChatGPT has a significant effect on WOM, and (4) curiosity acts as a moderator on only three paths from hedonic motivation, facilitating conditions, and performance expectancy to ChatGPT use. The originality of this study lies in (1) a unique research model by combining the UTAUT 2 and the TTF inclusive of trust and curiosity, and (2) enriching understanding of the users’ behavioral process in technology adoption by examining a comprehensive process, namely actual usage–continuance intention to use–recommending. Practical implications for ChatGPT providers, policymakers, and business marketers are also discussed

Item Type: Article
12 October 2023Accepted
Uncontrolled Keywords: Generative AI, ChatGPT, UTAUT2, TTF, Continuance Intention to Use, Word of Mouth
Subjects: CAH17 - business and management > CAH17-01 - business and management > CAH17-01-04 - management studies
Divisions: Faculty of Business, Law and Social Sciences > Birmingham City Business School
Depositing User: Hien Nguyen
Date Deposited: 08 Nov 2023 15:02
Last Modified: 08 Nov 2023 15:05

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