“Positive” or “Threatened”? The impact of the features in generative artificial intelligence on continued behavior

Abstract

Artificial intelligence technologies have empowered marketers with advanced tools and insights, fostering unparalleled efficiency and personalization decision-making. To provide marketers with targeted and actionable guidance, this study investigated the behavioral mechanisms underlying the adoption of artificial intelligence-generated content (AIGC) technology. Specifically, it examined the influence of AIGC features (accuracy, competence, anthropomorphism, and interactivity) and the distinct psychological mechanisms of awe on users' behavioral intentions. A mixed-methods approach was employed, combining quantitative data (N = 860) with qualitative research (user reviews). The analysis revealed that the awe experience significantly influences AIGC users' preferences to continue using the technology. Positive awe had a significant positive effect, while threatened awe had a comparatively weaker negative effect. The four features (accuracy, competence, anthropomorphism, and interactivity) of AIGC contribute significantly to its users' continued usage intention. Notably, positive awe induced by competence, anthropomorphism, and interactivity significantly outweighed threatened awe, with the exception of accuracy. The findings reveal that the unique features of AIGC not only evoke users’ perceived awe but also strengthen their intentions to continue using the technology.