Impact of artificial intelligence-enabled service quality on user consumption value and continuous intention to use mobile fitness applications: Evidence from China

Artificial intelligence (AI) has been applied to mobile fitness applications (MFAs) to improve users’ continuance usage intention. Most of the literature has considered the adoption factors of MFA but has ignored the impact of AI effectiveness. To address this research gap, we develop a research model by integrating AI service quality and the theory of consumption value (TCV) to explore users’ continuance intention. Using a survey approach, a total of 416 valid questionnaires were collected in China, and the model was tested using partial least squares structural equation modeling (PLS-SEM). The results show that functional, emotional, social, epistemic, and conditional values partially mediate the relationships between AI service quality and the continuance usage intention of AI-enabled MFAs. This study contributes to the literature by considering and examining the effect of AI service quality on users’ assessment of different consumption values, which advances the understanding of the AI service quality function in AI-enabled MFAs.