Understanding generative AI continuance intention: a dual-factor perspective on facilitators and barriers
Pysyvä osoite
Kuvaus
©2026 Emerald Publishing Limited. This manuscript version is made available under the Creative Commons Attribution–NonCommercial 4.0 International (CC BY–NC 4.0) license, https://creativecommons.org/licenses/by-nc/4.0/
Purpose
This study aims to identify and explain the key factors that encourage or discourage users from continuing to use Generative Artificial Intelligence (AI) platforms. Specifically, the research examines how system-related facilitators (such as interaction quality, personalization, reliability and affordances) and psychological barriers (including inertia, perceived threat and regret avoidance) shape users’ post-adoption attitudes and continuance intentions toward Generative AI.
Design/methodology/approach
The survey data were collected from the respondents applying the purposive sampling technique. Partial Least Squares structural equation modeling was used in the analysis.
Findings
The study’s results reveal that perceptions of interaction quality, personalization, reliability, creative affordance and analysis affordance significantly promote the intention to continue using. Conversely, perceptions of inertia, threats and regret avoidance significantly hinder continued use.
Research limitations/implications
The findings might not be widely generalizable. The data were collected only in a particular community.
Practical implications
These insights offer critical implications for business owners, platform developers and policymakers aiming to retain consumers of Generative AI products.
Originality/value
To attain the objective, this research integrated the “Elaboration Likelihood Model” and “Status Quo Bias theory”. It developed a conceptual model to address cognitive, emotional and behavioral components.
Emojulkaisu
ISBN
ISSN
1758-616X
0264-0473
0264-0473
Aihealue
Kausijulkaisu
Electronic library
OKM-julkaisutyyppi
A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä (vertaisarvioitu)