Motivational and Usage Differences in Freemium AI Adoption: A Comparative Study of ChatGPT Users in the Workplace

As generative AI tools like ChatGPT become integral to workplace digital transformation (DX), understanding differences in user adoption is increasingly important. This study compares free and paid users of ChatGPT in professional settings using an integrated framework combining the technology acceptance model (TAM) and uses and gratifications (U&G) theory. Survey data from 410 business users were analyzed through structural equation modeling. Results show that paid users report higher motivation and innovativeness, while free users express greater satisfaction and continued usage intentions. Productivity, novelty, and learning emerged as key motivational drivers, with actual use and gratification mediating continuance intention. This study contributes to theory by extending TAM and U&G to a freemium AI context, demonstrating how subscription tier influences user expectations and engagement. Practical implications are offered for organizations and platform designers seeking to align AI services with user needs and promote sustainable adoption in the workplace.