| Abstract [eng] |
The paper's main objective is to investigate the influence of perceived usefulness, perceived ease of use, perceived enjoyment, prior user experience and user innovativeness on users' attitude and trust towards repurchase of a subscription to a generative AI online tool. The thesis consists of three main parts: a narrative literature review, research methodology, results, conclusions, and propositions. The literature review analyses the concept, types, and current aspects of generative AI online tools; the theoretical model of TAM and its variables and application in research models; the relationship between repurchase intention and loyalty; the relationship between user attitude, trust, and (re) purchase intention or loyalty; and the influence of other variables such as perceived enjoyment, prior user experience, and user innovativeness. The study's conceptual model on repurchase intention is based on the theoretical model of the TAM and on the additional variables implemented with the TAM variables in the analysed researchers' studies. Based on the developed research methodology, a study was carried out to determine the influence of the independent variables (perceived usefulness, perceived ease of use, perceived enjoyment, prior user experience with ChatGPT) on attitude towards ChatGPT, trust in ChatGPT and intention to repurchase ChatGPT, the mutual influence of attitude and trust on ChatGPT, and the impact of attitude and trust on intention to repurchase. The method chosen for the study was an online survey, and the questionnaire scales were rated on a 7-point Likert scale. 277 respondents completed the survey, and the data collected was used to test the hypotheses in the analysis. The reliability of the scales was measured using Cronbach's alpha coefficient. To test the direct effect hypotheses, three multiple linear regression models and three single variable linear regression models were constructed to analyse the direct effect of the independent variables on attitude and trust and the effect of attitude on trust. Using the SPSS Process Macro procedure, the relationship between the perceived usefulness of attitude and trust mediation and intention to repurchase ChatGPT was analysed separately. The influence of user innovativeness as a moderator on attitude and intention to repurchase on contact was also analysed. A direct positive influence of perceived usefulness on perceived ease of use, a direct positive influence of attitude on trust, a direct positive influence of prior user experience and perceived enjoyment on attitude, and a direct positive influence of perceived enjoyment on trust were found. The positive mediation of attitude on the relationship between perceived usefulness and repurchase intention was confirmed. A negative but significant moderation of user innovativeness on the relationship between attitude and repurchase intention was found. The conclusions summarise the results of the literature review and the study. Recommendations are offered to business representatives developing generative AI online tools and to researchers conducting future research on generative AI online tools in the context of repurchase intention. |
