A Study on the Generative AI users' WOM : Focusing on the Mediation Effect of Continuous Use Intention

Purpose: This study applies the Unified Theory of Acceptance and Use of Technology (UTAUT) to explore the impact of ChatGPT users' technology acceptance (performance expectancy, effort expectancy, and social influence) on WOM. Research design, data, and methodology: A survey was conducted targeting ChatGPT users in their 20s or older in Korea and used for analysis. Testing of research hypotheses is performed using SPPS and AMOS. Results: First, ChatGPT users' technology acceptance (performance expectancy, effort expectancy, social influence) was found to have a positive effect on continuous use intention. Second, ChatGPT users' continuous use intention was found to have a positive effect on WOM. Third, ChatGPT users' continuous use intention ChatGPT was found to have a full or partial mediation effect on the relationship between technology acceptance and WOM. Conclusions: These results mean that ChatGPT's outstanding functional utility, convenience of use, and recommendations from people around them have a significant impact on the continuous use intention ChatGPT and WOM. As Generative AI becomes routine, disruptive innovation through Retailtech is expected to promote changes in distribution. This study confirmed the relationship between continuance use/WOM and technology acceptance. Distribution companies need to improve efficiency/convenience using Generative AI and implement various WOM marketing.