Determinants of intention to use ChatGPT for obtaining shopping information

Authors/Creators

Mohammad Iranmanesh
Madugoda Gunaratnege Senali, Edith Cowan UniversityFollow
Morteza Ghobakhloo
Behzad Foroughi
Elahe Yadegaridehkordi
Nagaletchimee Annamalai

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.

Document Type

Journal Article

Date of Publication

1-1-2024

Publication Title

Journal of Marketing Theory and Practice

Publisher

Taylor & Francis

School

School of Business and Law

Comments

Iranmanesh, M., Senali, M. G., Ghobakhloo, M., Foroughi, B., Yadegaridehkordi, E., & Annamalai, N. (2024). Determinants of intention to use ChatGPT for obtaining shopping information. Journal of Marketing Theory and Practice. Advance online publication. https://doi.org/10.1080/10696679.2024.2380719

Copyright

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