Factors Affecting the Continuous Intention to Use ChatGPT: Evidence from Korea and USA 


Vol. 51,  No. 1, pp. 146-168, Jan.  2026
10.7840/kics.2026.51.1.146


PDF Full-Text
  Abstract

This study investigated the relationships among privacy concerns, trust, and continued use intention of ChatGPT users, with a focus on cultural differences between Korean and U.S. users. We analyzed survey data using structural equation modeling to explore how both ChatGPT's characteristics (e.g., anthropomorphism, personalization, interactivity, information accuracy, and system flexibility) and user traits (e.g., prior knowledge, AI literacy, and personal innovativeness) influence privacy and trust. Key findings reveal that cultural differences significantly moderate these relationships. For instance, Korean users perceive anthropomorphism as a trust-enhancing feature and link information accuracy to privacy, while U.S. users see interactivity as a greater privacy risk. Despite these differences, trust positively impacts continued use intention for both groups. This study offers valuable insights for AI service developers, highlighting the need to consider cultural context when designing services.

  Statistics
Cumulative Counts from November, 2022
Multiple requests among the same browser session are counted as one view. If you mouse over a chart, the values of data points will be shown.


  Related Articles
  Cite this article

[IEEE Style]

Y. Kim and H. Lee, "Factors Affecting the Continuous Intention to Use ChatGPT: Evidence from Korea and USA," The Journal of Korean Institute of Communications and Information Sciences, vol. 51, no. 1, pp. 146-168, 2026. DOI: 10.7840/kics.2026.51.1.146.

[ACM Style]

Yujin Kim and Hyung-Seok Lee. 2026. Factors Affecting the Continuous Intention to Use ChatGPT: Evidence from Korea and USA. The Journal of Korean Institute of Communications and Information Sciences, 51, 1, (2026), 146-168. DOI: 10.7840/kics.2026.51.1.146.

[KICS Style]

Yujin Kim and Hyung-Seok Lee, "Factors Affecting the Continuous Intention to Use ChatGPT: Evidence from Korea and USA," The Journal of Korean Institute of Communications and Information Sciences, vol. 51, no. 1, pp. 146-168, 1. 2026. (https://doi.org/10.7840/kics.2026.51.1.146)
Vol. 51, No. 1 Index

Search
(IN TITLE, AUTHOR, ABSTRACT,KEYWORDS)

Advanced Search ▼

POPULAR KEYWORDS
(TOP 10 KEYWORDS)

Recent Publications
(LAST 3 YEARS)






pISSN : 1226 - 4717
eISSN : 2287 - 3880