Determinants of intention to use ChatGPT for obtaining shopping information

Document Type

Journal Article

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

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.

DOI

10.1080/10696679.2024.2380719

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