Factors affecting continuance intention to use ChatGPT of Generation Z in Thailand
Keywords:
Continuance intention to use, ChatGPT, Generation ZAbstract
This study aimed to 1) examine the usage of ChatGPT among Generation Z in Thailand and 2) explore the influence of attitudes, subjective norms, and perceived behavioral control on the continuance intention to use ChatGPT among Generation Z. The samples consisted of 463 Generation Z individuals. Data were collected through questionnaires and analyzed using structural equation modeling (PLS-SEM)
The results revealed that 1) Generation Z in Thailand demonstrates a tendency to continuously use ChatGPT in daily life, particularly in learning, working, and personal activities, and 2) attitudes, subjective norms, and perceived behavioral control all had a statistically significant positive influence on continuance intention to use ChatGPT. Among these factors, attitude had the strongest influence (β = .373, p < .01), followed by subjective norms (β = .139, p < .01), and perceived behavioral control (β = .261, p < .05).
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