Impact of Motivation Factors for Using Generative AI Services on Continuous Use Intention: Mediating Trust and Acceptance Attitude
Abstract
:1. Introduction
2. Literature Review and Hypothesis Development
2.1. Generative AI Services and Use Motivation
2.2. Service Use Motivation: Trust and Acceptance Attitude
2.3. Trust, Acceptance Attitude, and Continuous Use Intention
3. Research Method
3.1. Research Model
3.2. Measurement Variable and Data Collection
3.3. Demographic Information
4. Results
4.1. Analysis Results of Reliability and Validity
4.2. Analysis Results of Structural Model
4.3. Analysis Results of Direct and Indirect Effects
5. Discussions
6. Conclusions
6.1. Research Implications
6.2. Research Limitations and Future Plans
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Factors | Measurement Items | References |
---|---|---|
Individual factors | - I do not have much trouble using generative AI services. - I tend to use generative AI services efficiently. - I have been a quick starter with generative AI services compared to others. - I am interested in locating the latest information through generative AI services. - I tend to try to learn new features of generative AI services. - Generative AI services are fun to use. - Using generative AI services satisfies my curiosity. | Kim et al. (2012), Wang and Hsieh (2015), Brewer et al. (2000), Liu et al. (2022) |
Social factors | - I think most people of my generation use generative AI services. - Most people around me use generative AI services. - I think society as a whole uses generative AI services. - I think people who use generative AI services are more knowledgeable. - I think people who use generative AI services get more attention. - I think people who use generative AI services will be economically wealthy. | Kim et al. (2011), Stock et al. (2015), Sun et al. (2017), Osatuyi and Turel (2019) |
Technical factors | - Generative AI services are easy to use. - Generative AI service features are easy to control. - Generative AI services can be used flexibly in a variety of ways. - Generative AI services can help with processing things faster. - Generative AI services can help with increasing productivity at work. - The information or service provided by a generative AI service is useful to me. - Generative AI services are convenient because they are personalized. | Hsu and Lin (2008), Larsen et al. (2009), Pan (2020) Camilleri (2024) |
Trust | - Generative AI services are generally trustworthy. - The information provided by generative AI services is trustworthy. - I trust generative AI services to provide me with the information I want. | Van der Heijden et al. (2003), Hoehle et al. (2012), Baek and Kim (2023) |
Acceptance attitude | - I am in favor of using generative AI services. - I utilize generative AI services actively. - I use generative AI services for a variety of purposes. | Hsu and Lin (2008), Vanduhe et al. (2020), Ma et al. (2024) |
Continuous use intention | - I will continue to use generative AI services in the future. - I would prioritize generative AI services over other services. - I would highly recommend the generative AI services I currently use to others. | Van der Heijden et al. (2003), Wang et al. (2016), Lee (2020) |
Category | Number of Responses | Percentage (%) | |
---|---|---|---|
Gender | Male | 183 | 51.4 |
Female | 173 | 48.6 | |
Total | 356 | 100 | |
Age (in years) | 20 s | 76 | 21.3 |
30 s | 136 | 38.3 | |
40 s | 92 | 25.8 | |
50 s | 52 | 14.6 | |
Total | 356 | 100 | |
Education level | High school graduates | 32 | 9.3 |
College graduates | 263 | 73.8 | |
Master’s and doctorate graduates | 61 | 16.9 | |
Total | 356 | 100 | |
Occupation | Office workers | 228 | 64.0 |
Students | 26 | 7.3 | |
* Professionals | 51 | 14.4 | |
Self-employed | 19 | 5.3 | |
Other | 32 | 9.0 | |
Total | 356 | 100 | |
Generative AI services Frequency of use | Daily | 27 | 7.6 |
Three or more times per week | 55 | 15.4 | |
Once or more a week | 121 | 34.0 | |
Once or more a month | 78 | 21.9 | |
Once or more every 2–3 months | 22 | 6.2 | |
Once to date | 53 | 14.9 | |
Total | 356 | 100 | |
Generative AI services | Chat GPT | 148 | 41.8 |
Google Bard | 37 | 10.4 | |
Meta LLaMA | 12 | 3.3 | |
MS Bing | 37 | 10.4 | |
NAVER HyperCLOVA | 35 | 9.8 | |
Kakao KoGPT | 26 | 7.2 | |
Other | 61 | 17.1 | |
Total | 356 | 100 |
Variables | Measurement Items | Standard Loading Value | Standard Error | t-Value (p) | CR | AVE | Cronbach α |
---|---|---|---|---|---|---|---|
Individual factors | IM1 | 0.725 | 0.788 | 0.555 | 0.798 | ||
IM2 | 0.845 | 0.121 | 11.932 *** | ||||
IM3 | 0.954 | 0.109 | 12.157 *** | ||||
Social factors | SM1 | 0.915 | 0.797 | 0.634 | 0.886 | ||
SM2 | 0.896 | 0.016 | 13.133 *** | ||||
Technical factors | TM1 | 0.898 | 0.856 | 0.585 | 0.845 | ||
TM2 | 0.796 | 0.052 | 15.668 *** | ||||
TM3 | 0.790 | 0.041 | 11.452 *** | ||||
Trust | TU1 | 0.756 | 0.834 | 0.580 | 0.891 | ||
TU2 | 0.845 | 0.091 | 12.213 *** | ||||
TU3 | 0.877 | 0.087 | 12.440 *** | ||||
Acceptance attitude | AA1 | 0.884 | 0.901 | 0.727 | 0.888 | ||
AA2 | 0.897 | 0.045 | 18.396 *** | ||||
AA3 | 0.848 | 0.055 | 17.758 *** | ||||
Continuous use intention | SU1 | 0.912 | 0.898 | 0.583 | 0.748 | ||
SU2 | 0.802 | 0.046 | 12.048 *** | ||||
SU3 | 0.874 | 0.054 | 12.430 *** |
Variables | IF | SF | TF | Tru | AA | CUI |
---|---|---|---|---|---|---|
Individual factors (IF) | 0.745 | |||||
Social factors (SF) | 0.392 | 0.796 | ||||
Technical factors (TF) | 0.655 ** | 0.408 | 0.765 | |||
Trust (Tru) | 0.662 | 0.545 | 0.722 | 0.771 | ||
Acceptance attitude (AA) | 0.422 | 0.435 ** | 0.588 ** | 0.607 ** | 0.762 | |
Continuous use intention (CUI) | 0.573 ** | 0.357 ** | 0.676 ** | 0.666 ** | 0.558 | 0.853 |
Hypothesis (Path) | SRW * | Standard Error | t Value (p) | Support | |
---|---|---|---|---|---|
H1 | Individual factors -> Trust | 0.772 | 0.113 | 2.215 * | Adopted |
H2 | Social factors -> Trust | 0.678 | 0.050 | 5.123 *** | Adopted |
H3 | Technical factors -> Trust | 0.609 | 0.102 | 4.699 | Adopted |
H4 | Individual factors -> Acceptance attitude | 0.693 | 0.123 | 5.412 *** | Adopted |
H5 | Social factors -> Acceptance attitude | 0.509 | 0.137 | 2.560 * | Adopted |
H6 | Technical factors -> Acceptance attitude | 0.724 | 0.108 | 2.454 | Adopted |
H7 | Trust -> Acceptance attitude | 0.693 | 0.123 | 5.621 *** | Adopted |
H8 | Trust -> Continuous use intention | 1.065 | 0.051 | 1.129 | Rejected |
H9 | Acceptance attitude -> Continuous use intention | 1.166 | 0.110 | 8.323 *** | Adopted |
Hypothesis (Path) | Direct Effects | Indirect Effects | Total Effect |
---|---|---|---|
Individual factors → Trust | 2.215 * | - | 2.215 * |
Social factors → Trust | 5.123 *** | - | 5.123 *** |
Technical factors → Trust | 4.699 | - | 4.699 |
Individual factors → Trust → Continuous use intention | 0.118 *** | 0.179 ** | 0.297 ** |
Social factors → Trust → Continuous use intention | 0.211 ** | 0.157 * | 0.368 ** |
Technical factors → Trust → Continuous use intention | 0.172 * | 0.131 * | 0.303 * |
Individual factors → Acceptance attitude | 5.412 *** | - | 5.412 *** |
Social factors → Acceptance attitude | 2.560 * | - | 2.560 * |
Technical factors → Acceptance attitude | 2.454 | - | 2.454 |
Individual factors → Acceptance attitude → Continuous use intention | 0.211 ** | 0.211 ** | |
Social factors → Acceptance attitude → Continuous use intention | 0.328 *** | 0.107 * | 0.435 *** |
Technical factors → Acceptance attitude → Continuous use intention | 0.207 * | 0.112 * | 0.319 * |
Trust -> → Continuous use intention | 1.129 | - | 1.129 |
Acceptance attitude -> → Continuous use intention | 8.323 *** | - | 8.323 *** |
Trust -> → Acceptance attitude -> → Continuous use intention | 0.145 * | 0.122 * | 0.267 * |
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Kang, S.; Choi, Y.; Kim, B. Impact of Motivation Factors for Using Generative AI Services on Continuous Use Intention: Mediating Trust and Acceptance Attitude. Soc. Sci. 2024, 13, 475. https://doi.org/10.3390/socsci13090475
Kang S, Choi Y, Kim B. Impact of Motivation Factors for Using Generative AI Services on Continuous Use Intention: Mediating Trust and Acceptance Attitude. Social Sciences. 2024; 13(9):475. https://doi.org/10.3390/socsci13090475
Chicago/Turabian StyleKang, Sangbum, Yongjoo Choi, and Boyoung Kim. 2024. "Impact of Motivation Factors for Using Generative AI Services on Continuous Use Intention: Mediating Trust and Acceptance Attitude" Social Sciences 13, no. 9: 475. https://doi.org/10.3390/socsci13090475