Why Users Do Not Subscribe Paid Generative AI Services: Configurations from an Ability-Motivation-Opportunity Perspective

This study explains non-subscription to paid generative-AI services by applying the Ability Motivation Opportunity (AMO) framework and using fuzzy-set qualitative comparative analysis (fsQCA) on Korea Media Panel Survey data. We model conditions as Ability (digital capability, media literacy), Opportunity (online activity, SNS use), and Motivation (functional and hedonic personal innovativeness, privacy concern). The analysis yields five configurational pathways to non-subscription, which cluster into two patterns: (1) an opportunity-constraint pattern where online activity and SNS use are both low and (2) a multi-dimensional combined-constraint pattern where core deficits in media literacy, hedonic motivation, and privacy concern coincide with low online activity. From these patterns we advance three propositions. Theoretically, the study extends AMO to a non-adoption/non-subscription context and demonstrates asymmetry and equifinality in opportunity motivation configurations. Practically, it recommends segment-specific interventions that expand digital touchpoints through easy first-use experiences, make value immediately salient in users’ task contexts, and foreground privacy-assurance mechanisms.