Consumer's interaction with ChatGPT- a UTAUT perspective

Document Type

Article

Publication Title

Science Talks

Abstract

This research paper explores consumer's interaction with ChatGPT, the latest version of OpenAI's advanced language processing AI model. ChatGPT's ability to understand and respond to questions naturally has made it a rapidly growing application worldwide, surpassing even popular social media platforms. With fears of job displacement and concerns about unequal benefits from AI, understanding consumer engagement with ChatGPT becomes crucial. Using a qualitative framework, this study focuses on early adopters of ChatGPT in India, as their opinions and sentiments can shape the overall perception of this new technology. The Unified Theory of Acceptance and Use of Technology (UTAUT) model serves as the theoretical framework, offering insights into factors influencing technology acceptance and usage. The study's findings reveal that performance expectancy, effort expectancy, social influence, and facilitating conditions are key factors influencing ChatGPT's usage. Age and experience moderate these factors, suggesting that older and more experienced users rely less on certain factors due to their judgment and nuanced understanding.Perceived interactivity is identified as a dominant factor in ChatGPT usage, highlighting the importance of responsiveness and flexibility in technology design. Privacy concerns, surprisingly, do not significantly impact ChatGPT's adoption.The implications for businesses include the need for user-friendly interfaces, leveraging endorsements, ensuring infrastructure support, robust data protection measures, and combining AI tools with personalized, human-driven interactions for a well-rounded customer experience. In conclusion, while ChatGPT offers significant advantages, it comes with ethical and practical considerations. Striking a balance between innovation and responsible implementation will be crucial as we navigate the integration of AI technologies into our evolving synthetic society.

DOI

10.1016/j.sctalk.2023.100281

Publication Date

3-1-2024

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