Multi-stage decision-making in ChatGPT adoption

This study aims to develop and empirically validate a comprehensive multi-stage decision-making (MSDM) model to explain users’ intention to adopt ChatGPT (Generative AI). Based on cognitive appraisal theory, the model conceptualizes three stages of adoption: (Cognitive) primary appraisal, (emotional) secondary appraisal, and Physical outcome, integrating six key antecedents: social influence (SI), hedonic motivation (HM), facilitating conditions (FC), performance expectancy (PE), effort expectancy (EE), and emotion (EMO) on willingness to use or reject. Using data from 372 prospective ChatGPT users, the findings reveal that SI, HM, and FC positively influence PE and EE. In turn, PE and EE shape users’ emotional responses, which ultimately determine their willingness or objection to adopt ChatGPT. The results show that ChatGPT adoption is a dynamic, stage-wise process driven by interconnected cognitive, motivational, and emotional factors. By offering a structured and integrative framework, this study advances understanding of GenAI adoption and offers valuable insights for researchers and practitioners to examine user behavior and design effective AI-enabled tools & services.