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ABSTRACT
Drawing on the “Technology Acceptance Model” (TAM) and “Elaboration Likelihood Model,” this study explored the determinants of intention to use ChatGPT to obtain shopping information. We extended TAM by incorporating perceived enjoyment. Data were collected from 412 Malaysians and analyzed using the “Partial Least Squares” approach. Findings confirmed the significance of TAM and perceived enjoyment, revealing that information accuracy, completeness, and diagnosticity greatly influence perceived usefulness. These results enhance the understanding of ChatGPT’s use in shopping information gathering, extend TAM, and highlight how informational cues impact perceived usefulness, guiding developers and marketers to encourage customer use of text generators.
Summary Statement of Contribution
This is the first study investigating determinants of intention to use ChatGPT to obtain shopping information. The study integrated the Technology Acceptance Model (TAM) and the Elaboration Likelihood Model (ELM) and extended TAM by incorporating perceived enjoyment. The results provide valuable guidance to developers of text generators and marketing managers on motivating customers to use text generators to gather information about shopping.
Disclosure statement
No potential conflict of interest was reported by the author(s).