Abstract
We used the value-based acceptance model to examine what drives continued usage of artificial intelligence coaching services. Analyzing survey data from 320 users in South Korea who had engaged in sports activities facilitated by artificial intelligence coaching services, our structural equation modeling results showed that usefulness and enjoyment positively predicted users' perceived value of the services, positively influencing their continued usage intention. Conversely, cost negatively predicted perceived value and complexity did not significantly affect perceived value. Thus, we can conclude that emphasizing benefits and minimizing costs are crucial for enhancing perceived value. Service providers should develop strategies to increase this value to maintain user engagement.
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