@article{MA3FA9BAB,
title = "Factors Affecting the Continuous Intention to Use ChatGPT: Evidence from Korea and USA",
journal = "The Journal of Korean Institute of Communications and Information Sciences",
year = "2026",
issn = "1226-4717",
doi = "10.7840/kics.2026.51.1.146",
author = "Yujin Kim, Hyung-Seok Lee",
keywords = "ChatGPT, Generative AI, Privacy concerns, Trust",
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."
}