Motivational determinants of continuance usage intention for generative AI: an investment model approach for ChatGPT users in the United States

The proliferation of generative artificial intelligence (AI) chatbots such as ChatGPT has sparked a transformation in the dynamics of human–machine interactions. However, little is known about the psychological mechanisms underlying generative AI chatbot–human relationships. Building on the investment model, this study examined the influence of generative AI user-friendliness and playfulness on ChatGPT commitment and continuance usage intention. The results of an online survey conducted in the United States (N = 446) indicated that user-friendliness and playfulness positively affect satisfaction, investment size, and perceived quality of alternatives. Both satisfaction and investment size positively affect commitment to ChatGPT, thereby influencing the intention to continue using generative AI chatbots. However, the quality of alternatives did not significantly affect user commitment to ChatGPT. The findings of this study contribute to our understanding of building user relationships with generative AI chatbots by identifying user-friendliness (representing utilitarian value) and playfulness (representing hedonic value) as key factors in determining generative AI continuance usage intention.