Artificial Intelligence and Continuous Usage Intention: Evidence from a Korean Online Job Information Platform

Abstract

Objectives: Online recruitment is being used to hire talented people efficiently to achieve organizational competitive advantage against a rapidly changing global business environment. The adoption of artificial intelligence (AI) in the online job information services leads to new changes in job search and recruiting trends. This study aims to clarify the structural relationship between AI service quality, preference, satisfaction, and continuous usage intention of AI products and services. Methods: AI quality and preference for the online job information platform were defined to investigate their effects on continuous usage intention. This study surveyed 9,290 AI service users of the online job information platform and received 227 questionnaires, resulting in 184 responses for final analyses. The reliability and validaty of the measurement model were evaluated using SPSS 20, and the hypothesized model was tested through structural model’s path coefficient using SmartPLS 2.0. Results: The empirical analysis results show that AI quality and preference positively affect satisfaction, significantly affecting continuous usage intention. AI quality, however, does not significantly affect continuous usage intention. Conclusions: The user’s objective and subjective evaluations of information technology are considered simultaneously in accepting information technology, based on statistically significant results. This study also presents the practical application method of AI in the online job information platform since it is crucial to provide job seekers with accurate and appropriate job-seeking information.