The Impact of Chat GPT’s Quality Factors on Perceived Usefulness, Perceived Enjoyment, and Continuous Usage Intention Using the IS Success Model

• Published in: Asia Marketing Journal (Online) Vol. 26; no. 4; pp. 243 - 254
• Main Authors: Kim, Mun Ki, Jhee, Seon Young, Han, Sang-Lin
• Format: Journal Article
• Language: English
• Published: 한국마케팅학회AMJ 2025; Korean Marketing Association; 한국마케팅학회
• Subjects: chatgpt; continuous usage intention; is success model; perceived enjoyment; perceived usefulness; 경영학; Continuous usage intention; Perceived enjoyment; ChatGPT; IS success model; Perceived Usefulness
• ISSN: 1598-7868; 2765-6500; 2765-6500
• DOI: 10.53728/2765-6500.1641

Due to the rapid diffusion of ChatGPT based on Generative AI, innovative changes are being made in artificial intelligence technology and its use. In fact, ChatGPT is being actively applied by being fused to various industries along with our daily lives. Accordingly, this study aims to examine the correlation between the quality factors, perceived usefulness, perceived enjoyment, and continuous usage intention of ChatGPT technology using the IS success model. For this study, a survey was conducted on 225 experienced people who have used ChatGPT technology. As a result of the survey analysis, it was confirmed that among the quality factors of ChatGPT, convenience and design have a positive effect on both perceived usefulness and perceived enjoyment. In addition, it was verified that both perceived usefulness and perceived enjoyment have a positive effect on the intention to continuous usage intention. In addition, as a result of examining the mediating effect through additional analysis, it was confirmed that the quality factors of ChatGPT mentioned in this study influence the continuous usage intention by mediating the perceived usefulness and perceived enjoyment. Through this study, we hope to contribute to the number of strategies of related companies for ChatGPT users based on Generative AI, which is increasingly being used with the development of artificial intelligence technology, and provide implications for the era of innovative AI technology.