Work

Continued use of artificial intelligence coaching services: Application of the value-based acceptance model

Year: 2024

Type: article

Abstract: We used the value-based acceptance model to examine what drives continued usage of artificial intelligence coaching services. Analyzing survey data from 320 users in South Korea who had engaged in sports activities facilitated by artificial intelligence coaching services, our structural equation modeling results showed that usefulness and enjoyment positively predicted users' perceived value of the services, positively influencing their continued usage intention. Conversely, cost negatively predicted perceived value and complexity did not significantly affect perceived value. Thus, we can conclude that emphasizing benefits and minimizing costs are crucial for enhancing perceived value. Service providers should develop strategies to increase this value to maintain user engagement.

Source: Social Behavior and Personality An International Journal

DOI: 10.2224/sbp.13493

Authors: Yawen Shen, Hye Ji Sa, Jee-Hoon Han

Institutions: Zhongyuan University of Technology, Woosuk University, Yonsei University

Language: English

Topic: Technology Adoption and User Behaviour

Subfield: Information Systems and Management

Field: Decision Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4402576582

FWCI: 0.386

Cites:

Cited by: 1

Related to: 10