The Impact of User Experience on Continuous Usage Intention for AI-Generated Digital Music Platforms: Examining the Mediating Roles of Emotional Attachment and Technology Self-Efficacy

Artificial intelligence is revolutionizing music creation and consumption, yet understanding sustained user engagement with AI-generated digital music platforms remains a critical knowledge gap. This study investigates factors influencing users’ continuous usage intention for these platforms using the Stimulus-Organism-Response (S-O-R) theory. We develop and empirically validate a research model integrating multi-dimensional user experience with dual mediating effects of emotional attachment and technology self-efficacy. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) on 509 valid questionnaires, we reveal key findings. All five user experience dimensions—sensory, social, entertainment, content, and functional—significantly influence both emotional attachment and technology self-efficacy ( p < .001). Critically, emotional attachment demonstrates a strong positive effect on continuous usage intention (β = .615, p < .001) and significantly mediates the relationship between user experience and usage intention. Conversely, technology self-efficacy shows no significant direct effect (β = .070, p > .05) or mediating role. Social and content experiences exhibit the strongest total effects on continuous usage intention. These findings challenge traditional technology acceptance theories, revealing a paradigm shift in AI-enhanced creative environments where emotional connection supersedes technical proficiency. The study provides theoretical insights and practical guidance for platform designers to enhance user retention through emotional engagement strategies.