AI -ChatGPT Usage Among Users: Factors Affecting Intentions to Use and the Moderating Effect of Privacy Concerns

Ayoub, Doaa; Metawie, Madiha; Fakhry, Mira

doi:10.21608/msamsj.2024.265212.1054

AI -ChatGPT Usage Among Users: Factors Affecting Intentions to Use and the Moderating Effect of Privacy Concerns

Document Type : Original Article

Authors

¹ Faculty of Business Administration, Economics and Political Science, British University in Egypt

² Business Department, Faculty of Business, Ain Shams University, Egypt Faculty of Business Administration, Economics and Political Science, British University in Egypt,Egypt

10.21608/msamsj.2024.265212.1054

Abstract

ChatGPT is an artificial intelligence model intended for many purposes that has increased in popularity in all fields in our lives such as education, health, entertainment, marketing, and transportation. This research aims to identify the factors affecting intentions to use ChatGPTs, examine the moderating effect of privacy concerns on the relationship between ChatGPT usage factors and trust, to examine the mediating effect of trust on the relationship between ChatGPT factors and intention to use. The recommended model was empirically tested using Structural Equation Modeling (SEM). The data were collected electronically from 410 students through social media platforms using purposive sampling. The structural model indicates that both the expertise and the responsiveness of AI ChatGPT have a significant positive association with consumers’ trust. On the other hand, the relationship between perceived ease of use, anthropomorphism, and perceived risk on consumers’ trust in ChatGPT was rejected. In addition, consumers’ trust has a strong significant positive association with the behavioural intention to use ChatGPT. No moderation effect via privacy concerns on the relationship between intention and chat GPT usage. Meanwhile, the total effect of consumers’ trust in ChatGPT on the relation between ChatGPT usage and the behavioral intention to use ChatGPT was not evident. This research’s findings are intended to contribute to the existing literature on the factors that affect the intention to use ChatGPT in the education context among learners in various stages providing insights and recommendations for future research.

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