The Impact of Chat GPT's Quality Factors on Perceived Usefulness, Perceived Enjoyment, and Continuous Usage Intention Using the IS Success Model
Due to the rapid diffusion of ChatGPT based on Generative AI, innovative changes are being made in artificial intelligence technology and its use. In fact, ChatGPT is being actively applied by being fused to various industries along with our daily lives. Accordingly, this study aims to examine the c...
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| Format: | Article |
| Language: | English |
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Korean Marketing Association
2025-01-01
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| Series: | Asia Marketing Journal |
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| Online Access: | https://amj.kma.re.kr/journal/vol26/iss4/3/ |
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| author | Mun Ki Kim Seon Young Jhee Sang-Lin Han |
| author_facet | Mun Ki Kim Seon Young Jhee Sang-Lin Han |
| author_sort | Mun Ki Kim |
| collection | DOAJ |
| description | Due to the rapid diffusion of ChatGPT based on Generative AI, innovative changes are being made in artificial intelligence technology and its use. In fact, ChatGPT is being actively applied by being fused to various industries along with our daily lives. Accordingly, this study aims to examine the correlation between the quality factors, perceived usefulness, perceived enjoyment, and continuous usage intention of ChatGPT technology using the IS success model. For this study, a survey was conducted on 225 experienced people who have used ChatGPT technology. As a result of the survey analysis, it was confirmed that among the quality factors of ChatGPT, convenience and design have a positive effect on both perceived usefulness and perceived enjoyment. In addition, it was verified that both perceived usefulness and perceived enjoyment have a positive effect on the intention to continuous usage intention. In addition, as a result of examining the mediating effect through additional analysis, it was confirmed that the quality factors of ChatGPT mentioned in this study influence the continuous usage intention by mediating the perceived usefulness and perceived enjoyment. Through this study, we hope to contribute to the number of strategies of related companies for ChatGPT users based on Generative AI, which is increasingly being used with the development of artificial intelligence technology, and provide implications for the era of innovative AI technology. |
| format | Article |
| id | doaj-art-3ff521c313b040ef86ec1d69262f4e9a |
| institution | DOAJ |
| issn | 1598-7868 2765-6500 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Korean Marketing Association |
| record_format | Article |
| series | Asia Marketing Journal |
| spelling | doaj-art-3ff521c313b040ef86ec1d69262f4e9a2025-08-20T02:59:04ZengKorean Marketing AssociationAsia Marketing Journal1598-78682765-65002025-01-01264243254https://doi.org/10.53728/2765-6500.1641The Impact of Chat GPT's Quality Factors on Perceived Usefulness, Perceived Enjoyment, and Continuous Usage Intention Using the IS Success ModelMun Ki Kim0https://orcid.org/0009-0002-9171-3753Seon Young Jhee1https://orcid.org/0009-0005-7092-6946Sang-Lin Han2https://orcid.org/0000-0002-6142-8196Gachon University, Department of Media Communication, Seongnam, KoreaShingu College, Department of Marketing, Seongnam, KoreaHanyang University, Department of Business Administration, Seoul, KoreaDue to the rapid diffusion of ChatGPT based on Generative AI, innovative changes are being made in artificial intelligence technology and its use. In fact, ChatGPT is being actively applied by being fused to various industries along with our daily lives. Accordingly, this study aims to examine the correlation between the quality factors, perceived usefulness, perceived enjoyment, and continuous usage intention of ChatGPT technology using the IS success model. For this study, a survey was conducted on 225 experienced people who have used ChatGPT technology. As a result of the survey analysis, it was confirmed that among the quality factors of ChatGPT, convenience and design have a positive effect on both perceived usefulness and perceived enjoyment. In addition, it was verified that both perceived usefulness and perceived enjoyment have a positive effect on the intention to continuous usage intention. In addition, as a result of examining the mediating effect through additional analysis, it was confirmed that the quality factors of ChatGPT mentioned in this study influence the continuous usage intention by mediating the perceived usefulness and perceived enjoyment. Through this study, we hope to contribute to the number of strategies of related companies for ChatGPT users based on Generative AI, which is increasingly being used with the development of artificial intelligence technology, and provide implications for the era of innovative AI technology.https://amj.kma.re.kr/journal/vol26/iss4/3/chatgptis success modelperceived usefulnessperceived enjoymentcontinuous usage intention |
| spellingShingle | Mun Ki Kim Seon Young Jhee Sang-Lin Han The Impact of Chat GPT's Quality Factors on Perceived Usefulness, Perceived Enjoyment, and Continuous Usage Intention Using the IS Success Model Asia Marketing Journal chatgpt is success model perceived usefulness perceived enjoyment continuous usage intention |
| title | The Impact of Chat GPT's Quality Factors on Perceived Usefulness, Perceived Enjoyment, and Continuous Usage Intention Using the IS Success Model |
| title_full | The Impact of Chat GPT's Quality Factors on Perceived Usefulness, Perceived Enjoyment, and Continuous Usage Intention Using the IS Success Model |
| title_fullStr | The Impact of Chat GPT's Quality Factors on Perceived Usefulness, Perceived Enjoyment, and Continuous Usage Intention Using the IS Success Model |
| title_full_unstemmed | The Impact of Chat GPT's Quality Factors on Perceived Usefulness, Perceived Enjoyment, and Continuous Usage Intention Using the IS Success Model |
| title_short | The Impact of Chat GPT's Quality Factors on Perceived Usefulness, Perceived Enjoyment, and Continuous Usage Intention Using the IS Success Model |
| title_sort | impact of chat gpt s quality factors on perceived usefulness perceived enjoyment and continuous usage intention using the is success model |
| topic | chatgpt is success model perceived usefulness perceived enjoyment continuous usage intention |
| url | https://amj.kma.re.kr/journal/vol26/iss4/3/ |
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