확장된 통합기술수용이론을 활용한 ChatGPT 서비스에 관한 중국 소비자 행동 연구

Abstract

In this study, we focused on empilically analyzing the factors that influence consumer intention to use and purchase behavior at the introduction and diffusion stages of the innovative technology, ChatGPT Plus, using the Extended Unified Theory of Acceptance and Use of Technology (UTAUT). Furthermore, we examined the moderating roles of education and monthly income in specific relationships. To summarize the research results, firstly, among the technology acceptance factors affecting Chinese consumers' use of the innovative ChatGPT Plus paid service, the performance expectancy, effort expectancy, facilitating conditions proposed in the basic UTAUT, and hedonic motivation, price value, and content quality proposed in the extended UTAUT were found to significantly influence the intention to purchase the ChatGPT Plus paid service. On the contrary, it was found that social influence and usage habits do not significantly influence the intention to purchase ChatGPT Plus paid service. Secondly, among the technology acceptance factors that influence the use of ChatGPT Plus paid service, performance expectancy, hedonic motivation, and content quality showed a significant impact on purchase intention through the moderating effect of education. Thirdly, in this study, the purchase intention of ChatGPT Plus paid service was confirmed to have a positive effect on purchase behavior. Through these research results, artificial intelligence-related companies can respond more effectively to consumers' intention to use and purchase behavior, and on this basis, they can improve the quality of artificial intelligence products and GPT Plus services.