Understanding the Adoption Dynamics of ChatGPT among Generation Z: Insights from a Modified UTAUT2 Model

IF 5.1 3区管理学 Q1 BUSINESS Journal of Theoretical and Applied Electronic Commerce Research Pub Date : 2024-04-13 DOI:10.3390/jtaer19020045

Antun Biloš, Bruno Budimir

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Abstract

This research delves into the factors influencing the adoption of ChatGPT, a sophisticated AI-based chatbot, among Generation Z members in Croatia. Employing an extended UTAUT2 model, the impact of various factors on the behavioral intention to use ChatGPT is explored. The study included 694 Generation Z participants, and data were collected through an online survey featuring self-reporting questions. The analysis utilized statistical software packages for performing both confirmatory and exploratory factor analyses, in addition to hierarchical linear regression. Key findings reveal that performance expectancy, social influence, hedonic motivation, habit, and personal innovativeness significantly influence the behavioral intention to use ChatGPT. However, effort expectancy, facilitating conditions, and price value do not exhibit a significant impact. Notably, the study excludes the use behavior factor due to multicollinearity issues with behavioral intention. While the research does not focus on moderating factors, it reports that the adapted UTAUT2 model explains 65% of the variance in the adoption of ChatGPT by Generation Z users.

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了解 Z 世代采用 ChatGPT 的动态：从修改后的 UTAUT2 模型中获得的启示

本研究探讨了影响克罗地亚 Z 世代成员采用 ChatGPT（一种基于人工智能的复杂聊天机器人）的因素。研究采用扩展的UTAUT2 模型，探讨了各种因素对使用 ChatGPT 的行为意向的影响。该研究包括 694 名 Z 世代参与者，数据通过在线调查收集，其中包括自我报告问题。除了分层线性回归外，分析还利用统计软件包进行了确认性和探索性因素分析。主要研究结果表明，绩效预期、社会影响、享乐动机、习惯和个人创新能力对使用 ChatGPT 的行为意向有显著影响。然而，努力期望、便利条件和价格价值并没有表现出明显的影响。值得注意的是，由于与行为意向存在多重共线性问题，本研究排除了使用行为因素。虽然该研究没有关注调节因素，但它报告说，改编后的 UTAUT2 模型解释了 Z 世代用户采用 ChatGPT 的 65% 的变异。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Theoretical and Applied Electronic Commerce Research BUSINESS-

CiteScore

9.50

自引率

3.60%

发文量

期刊介绍： The Journal of Theoretical and Applied Electronic Commerce Research (JTAER) has been created to allow researchers, academicians and other professionals an agile and flexible channel of communication in which to share and debate new ideas and emerging technologies concerned with this rapidly evolving field. Business practices, social, cultural and legal concerns, personal privacy and security, communications technologies, mobile connectivity are among the important elements of electronic commerce and are becoming ever more relevant in everyday life. JTAER will assist in extending and improving the use of electronic commerce for the benefit of our society.