AI Like ChatGPT, Users Like Us: How ChatGPT Drivers and AI Efficacy Affect Consumer Behaviour

Won-Jun Lee (), Han-Suk Lee () and Moon-Kyung Cha ()
Additional contact information
Won-Jun Lee: Professor of Marketing, Business Administration, Cheongju University, Cheongju, Korea
Han-Suk Lee: Professor of Marketing, Global Business Administration, Sangmyung University, Seoul, Korea
Moon-Kyung Cha: Assistant Professor of Marketing, Business Administration, Hansung University, Seoul, Korea

Virtual Economics, 2023, vol. 6, issue 4, 44-59

Abstract: Since OpenAI first unveiled ChatGPT, an artificial intelligence-based chatbot service, to the public, expectations for high utility and various possibilities have attracted researchers, industry, and consumers. The current study identified the influencing factors of consumer acceptance of ChatGPT that approached transformational innovation. For research purposes, 251 innovative consumers who use ChatGPT were recruited online, and the research model was tested by employing PLS (partial least squares) analysis. The study demonstrated the impact of consumers’ perceptions of the two AI features (human-like characteristics and performance characteristics) on their intention to use AI through their efficacy in AI services and service satisfaction. Moreover, the serendipity experience could lead to positive use intention. Considering that few empirical studies investigated actual user behaviour since ChatGPT services are still in the early stages of the market, this study might provide several implications for researchers and practitioners.

Keywords: ChatGPT; AI; AI services; intention to use; serendipity experience. (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://virtual-economics.eu/index.php/VE/article/view/324/143 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aid:journl:v:6:y:2023:i:4:p:44-59

DOI: 10.34021/ve.2023.06.04(3)

Access Statistics for this article

Virtual Economics is currently edited by Aleksy Kwilinski

More articles in Virtual Economics from The London Academy of Science and Business
Bibliographic data for series maintained by Aleksy Kwilinski ().