Factors influencing users' intention to adopt ChatGPT based on the extended technology acceptance model

ChatGPT, a transformative conversational agent, has exhibited significant impact across diverse domains, particularly in revolutionizing customer service within the e-commerce sector and aiding content development professionals. Despite its broad applications, a dearth of comprehensive studies exists on user attitudes and actions regarding ChatGPT adoption. This study addresses this gap by investigating the key factors influencing ChatGPT usage through the conceptual lens of the Technology Acceptance Model (TAM). Employing PLS-SEM modeling on data collected from 313 ChatGPT users globally, spanning various professions and consistent platform use for a minimum of six months, the research identifies perceived cost, perceived enjoyment, perceived usefulness, facilitating conditions, and social influence as pivotal factors determining ChatGPT usage. Notably, perceived ease of use, perceived trust, and perceived compatibility emerge as negligible determinants. However, trust and compatibility exert an indirect influence on usage via social influence, while ease of use indirectly affects ChatGPT usage through facilitating conditions. Thus, this study revolutionizes TAM research, identifying critical factors for ChatGPT adoption and providing actionable insights for organizations to strategically enhance AI utilization, transforming customer service and content development across industries.