Unveiling the e-Servicescape of ChatGPT: Exploring User Psychology and Engagement in AI-Powered Chatbot Experiences

This study explores the psychological motivations that drive ChatGPT users to embrace and sustain the use of such technology based on the fundamental notion of the environmental psychology theory, including servicescapes. To do so, this study delves into the influence of ChatGPT's e-servicescapes on users' emotional states and intention to engage with ChatGPT for decision-making processes. This study conducted an online survey among ChatGPT users in the United States. Structural equation modeling revealed that negative emotions were significantly influenced by various e-servicescape sub-dimensions, including security, visual appeal, entertainment value, originality of design, and social factors. Positive emotions, on the other hand, were influenced by factors such as visual appeal, customization, interactivity, and relevance of information. Both positive and negative emotions significantly affected user satisfaction, which, in turn, shaped their behavioral intention to engage with ChatGPT. This study contributes to the understanding of digital environmental psychology and chatbots by extending the notion of e-servicescapes to the context of AI-based services. It underscores the significance of e-servicescapes in shaping user experiences and provides valuable insights for business scholars and marketing practitioners.