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GenAI-driven technologies such as ChatGPT influence activities in all areas of life and are used in private and work contexts. This study uses an individual-centered perspective to explain what motivates users to use ChatGPT continuously. We propose that four motivational factors and two technology characteristics together lead to continuance intention among individual ChatGPT users. Therefore, we use a mixed-methods design to combine findings from a quantitative survey study and a qualitative interview study. In Study 1, we follow a configurational approach to analyze multi-wave data from 279 participants with fsQCA. We identify five configurations that lead to high continuance intention and show that perceived ease of use and perceived novelty are necessary for this outcome. Interestingly, the observed factors together cannot explain low continuance intention. In Study 2, we complement these findings with insights based on 15 semi-structured interviews. We illustrate the configurations by identifying 27 individual use cases in the private and work contexts as well as additional factors that facilitate and hinder individual ChatGPT continuance intention. We draw meta-inferences by combining findings of both studies to develop five propositions. Based on that, we contribute a motivational, individual perspective on GenAI continuance intention, present practical implications as well as valuable future research opportunities.
Wolf et al. (Thu,) studied this question.
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