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 Generative AI, why, how, and outcomes: A user perspective
Tác giả hoặc Nhóm tác giả: Le Van Huy; Nguyen Tan Thu Hien; Tan Vo-Thanh; Nguyen Huu Thai Thinh; Tran Thi Thu Dung
Nơi đăng: AIS Transactions on Human-Computer Interaction; Số: 16(1);Từ->đến trang: 1-27;Năm: 2024
Lĩnh vực: Kinh tế; Loại: Bài báo khoa học; Thể loại: Quốc tế
TÓM TẮT
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.
Link: https://aisel.aisnet.org/thci/vol16/iss1/1/
ABSTRACT
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.
Link: https://aisel.aisnet.org/thci/vol16/iss1/1/
[ 2024\2024m03d031_9_16_340_-_2024_-_Generative_AI.pdf ]
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