Enhancing User Experience With a Generative AI Chatbot

Abstract

With the rapid evolution of artificial intelligence (AI), this study aims to examine the interplay among the perceived usability, perceived enjoyment, perceived responsiveness, and intention to continue using ChatGPT. Structural equation modeling (SEM) was used to investigate our proposed model. We recruited 446 ChatGPT users through an online survey conducted on the Connect platform, powered by CloudResearch. Perceived usability (β = 0.254) and enjoyment (β = 0.438) significantly influence satisfaction with ChatGPT. However, perceived responsiveness is not significantly related to perceived attachment or satisfaction. Furthermore, we established that perceived attachment (β = 0.405) and satisfaction (β = 0.447) are pivotal in shaping users’ intentions to continue using ChatGPT, providing insights into human–AI interactions. The practical implications of our findings suggest that generative AI chatbots should be crafted with a focus on enjoyable, user-centered interfaces that foster long-term user satisfaction and engagement. AI developers should design AI conversation flows and chatbot personas to optimize the user experience.

Keywords:

• ChatGPT
• perceived usability
• perceived enjoyment
• perceived responsiveness
• perceived attachment
• satisfaction
• continued usage intention

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Jeong Soo Kim

Jeong Soo Kim is a gradaute student in the Department of Media and Communication at Sungkyunkwan University, Seoul, Republic of Korea. Her research focuses on digital advertising and consumer behavior, demonstrating a keen interest in understanding the evolving dynamics of media and communication in the digital landscape.

Minseong Kim

Minseong Kim is an Assistant Professor in the Department of Management & Marketing at Louisiana State University in Shreveport. His research focuses mainly on digital consumer behavior and social media marketing. He has taught principles of marketing, hospitality marketing, and marketing strategy.

Tae Hyun Baek

Tae Hyun Baek is an Associate Professor in the Department of Media and Communication at Sungkyunkwan University in Seoul, Republic of Korea. His primary interests revolve around advertising technology and consumer responses to artificial intelligence.