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April 30, 2026Journal of Business Convergence

The Effect of Perceived Usefulness of Text-Based Generative Artificial Intelligence on Continuance Intention: Focusing on the Dual Serial Mediation of Flow and Satisfaction

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Key Points

This research aims to explore how perceived usefulness affects continuance intention through flow and satisfaction mediation.
200 adults with experience using text-based generative AI completed an online survey.
Data was analyzed using PROCESS Macro to assess mediation effects.
Perceived usefulness significantly positively influenced continuance intention.
The indirect path through flow and satisfaction was found to be significant.
Flow contributed to continuance intention only when mediated by satisfaction, indicating its key role.

Implication

Shows perceived usefulness impacts continuance intention, suggesting user experience is key.

Discussion

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Cite This Study

Dongsup Youm (2026) studied this question.

synapsesocial.com/papers/6a080a29a487c87a6a40c0ca https://doi.org/10.31152/jb.2026.04.11.2.1

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