The Effect of ChatGPT Factors & Innovativeness on Switching Intention: Using Theory of Reasoned Action (TRA)

• 영문명: The Effect of ChatGPT Factors & Innovativeness on Switching Intention: Using Theory of Reasoned Action (TRA)
• 발행기관: 한국유통과학회
• 저자명: Hee-Young CHO Hoe-Chang YANG Byoung-Jo HWANG
• 간행물 정보: 『유통과학연구(JDS)』제21권 제8호, 83~96쪽, 전체 14쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.08.31

영문 초록

Purpose: This study examined the relationship between the factors (Credibility, Usability) and user Innovativeness of the ChatGPT on TRA (Theory of Reasoned Action; Subjective Norm, Attitude) and Switching Intention. TRA and Innovation Diffusion Theory (IDT) were used. Research design, data and methodology: From April 26 to 27, 2023, an online panel survey agency was commissioned to conduct a survey of GhatGPT users in their 20s and 40s in Korea, and a total of 210 people were used for the final analysis. Verification of the research model was performed using SPSS and AMOS. Results: First, ChatGPT factors (Credibility, Usability) were found to have positive effects on TRA (Subjective Norm, Attitude). Second, ChatGPT user Innovativeness was found to have a positive effect on TRA (Subjective Norm, Attitude). Third, ChatGPT users' TRA (Subjective Norm, Attitude) were found to have positive effects on Switching Intention. Conclusions: These results mean that the superior Usability and Credibility of ChatGPT and the Innovativeness of users have a significant effect on the Switching Intention from existing Portal Service (Naver, Google, Daum, etc.) to ChatGPT. Generative AI such as ChatGPT should strive to develop various services such as improving the convenience of functions so that innovative users can use them easily and conveniently in order to provide services that meet expectations.

목차

1. Introduction

2. Literature Review

3. Methodology

4. Results and Discussion

5. Conclusions

Reference

키워드

Retail Industry Online Platform ChatGPT Innovativeness Switching Intention