“I am proud of using ChatGPT”: a moderated-mediating model of bandwagon effect on pride through habit formation

Purpose This study addresses the remarkable research gap in the existing literature on Chat Generative Pre-training Transformer (ChatGPT), which has primarily explored its functional benefits rather than the psychological states of its users. By integrating the self-concept theory and functional theory of attitudes, this study develops a moderated-mediating model to examine the impact of the bandwagon effect on users’ habit formation and subsequent feelings of pride associated with the ChatGPT application. Design/methodology/approach This study analyzed self-reported survey data from 568 respondents from mainland China using partial least squares structural equation modeling. Findings The findings reveal that the bandwagon effect indirectly influences users’ pride through the formation of habits related to ChatGPT applications. This study also identifies the boundary condition of social-adjustive attitude, which strengthens both the direct relationship between the bandwagon effect and habit formation and its indirect relationship with pride. Originality/value This study contributes to the field by offering a novel perspective on ChatGPT adoption, highlighting the role of self-concept and attitudinal functions in driving users’ intentions to utilize the technology, with a focus on the desire for pride as a motivating factor.