The Impact of Generative AI Experience Elements on Experiential Value and Intention to Continuous Use

This study based on the Experience Economy Theory identified the entertainment, educational, escapist, and esthetic experience elements of generative AI. It also analyzed the relationship between generative AI experience elements, experiential value, and continuous usage intention through empirical research. A survey was conducted among the actual users of generative AI, and 290 valid responses were analyzed. This study was analyzed using the SPSS 27.0 and SmartPLS 4.0 programs. The analysis results confirmed that entertainment, educational, escapist, and esthetic experiences positively impact experiential value. In particular, educational experiences were found to have the most significant influence, and experiential value was confirmed to have a strong impact on continuous usage intention.