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Behavioral analysis of ChatGPT users based on the ABC model: Focusing on a socio-technical approach

European Management Journal, ISSN: 0263-2373
2025
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Metric Options:   Counts1 Year3 Year

Article Description

Chat Generative Pre-trained Transformer, generally known as ChatGPT, has attracted the interest of students, engineers, authors, and social media users alike. ChatGPT is a versatile tool that facilitates various tasks related to natural language processing and finds applicability in computer technology analysis, socio-economic impact assessment, and trend analysis across diverse industries, as well as the formulation of marketing strategies for business management. However, empirical studies exploring consumer perspectives on ChatGPT remain scarce. This study analyzes the effects of satisfaction and emotional attachment of ChatGPT users on stickiness based on a socio-technical approach. Using structural equation modeling to analyze 349 Korean ChatGPT users, it reveals that technical attributes exert a positive influence on user satisfaction, while social attributes influence emotional attachment positively. In addition, both user satisfaction and emotional attachment were found to contribute positively to user stickiness. User satisfaction and emotional attachment indeed served as crucial mediating factors between cognitive response and user stickiness.

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