Effects of Generative AI ChatGPT Content Quality on Continuous Use Intention through Learning Immersion and Learning Satisfaction - For University Students Majoring in Airline Tourism -

This study tries to understand the effect of ChatGPT Content Quality on Continuous Use Intention through Learning Immersion and Learning Satisfaction For University students majoring in Airline Tourism. The method of the study was conducted online from Mar 15 to Mar 29, 2025. 240 valid questionnaires were analyzed using SPSS 23.0 version, and the hypothesis was verified through regression analysis. The research results are as follows. First, the Content Quality of ChatGPT had a significant influence on Learning Immersion, Learning Satisfaction, and Continuous Use Intention. Second, Learning Immersion had a significant effect on Learning Satisfaction and Continuous Use Intention. Third, Learning Satisfaction had a significant effect on Continuous Use Intention. Through these results, we tried to provide practical implications and basic research data for ChatGPT classes to researchers in the field of education.