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Factors Affecting the Intention to Use Generative Artificial Intelligence ChatGPT for Marketing |
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| รหัสดีโอไอ | |
| Creator | Ransirin Jiamthong |
| Title | Factors Affecting the Intention to Use Generative Artificial Intelligence ChatGPT for Marketing |
| Publisher | MSMIS Thammasat University |
| Publication Year | 2569 |
| Journal Title | Journal of information systems in Business |
| Journal Vol. | 12 |
| Journal No. | 1 |
| Page no. | 95 |
| Keyword | ChatGPT, Generative AI, Artificial Intelligence, Technology Acceptance |
| URL Website | http://www.jisb.tbs.tu.ac.th |
| ISSN | 3088-1692 |
| Abstract | This research aims to study factors affecting the intention to use generative artificial intelligence ChatGPT for marketing. This quantitative research applies concepts related to the success of information systems, Technology Acceptance Models, trust, and intention to adopt, along with related past studies to create a research framework. The study focuses on a sample group of individuals aged 25 and above who use ChatGPT for marketing purposes in Bangkok. A total of 145 samples were collected through electronic questionnaires. The data were then processed using statistical software to analyze the relationships of various factors within the research framework. The researcher validated the tools and tested the hypotheses using Multiple Linear Regression. The study found that Information quality influences trust, system quality influences perceived usefulness, and perceived ease of use influences both perceived usefulness and the intention to adopt. However, system quality does not influence trust, information quality does not influence perceived usefulness, trust does not influence the intention to adopt, and perceived usefulness does not influence the intention to adopt the technology. |
