The Role of Time Pressure and Machiavellian Personality in the Effect of ChatGPT Service Quality on Intention to Use ChatGPT

Purpose – The purpose of this research study is to determine the impact of the quality of ChatGPT, an artificial intelligence-supported application, on the intention to use ChatGPT, time pressure, and Machiavellian personality traits. Design/Methodology/Approach – To collect the data for the study, a survey was conducted on a convenience sample of 392 young consumers using ChatGPT in Turkey. The necessary statistical analyses, including frequency analysis, validity and reliability analysis, and path analysis, were performed using specialized software designed for such analyses. The quality of the ChatGPT service was assessed using the AISAQUAL scale, which encompasses five key dimensions: efficiency, security, availability, enjoyment, and anthropomorphism. Findings and Implications – The study revealed that the dimensions of efficiency, security, and anthropomorphism have a significant impact on Machiavellian tendencies. Additionally, it was found that both the efficiency and enjoyment dimensions of the AISAQUAL scale, as well as time pressure, have a positive and significant effect on the intention to use ChatGPT. Limitations – This study is based solely on data collected from young consumers in Turkey, which limits the generalizability of the results. Furthermore, a cross-sectional design was used to gather research data, making it challenging to fully establish causal relationships. Also, it should be noted that individual perceptions may influence the measurement of Machiavellian tendencies. Originality – This study is one of the rare works examining the impact of ChatGPT service quality on user behaviors and personality traits. Notably, the use of the AISAQUAL scale and analysis of the effects of Machiavellian personality traits and time pressure on usage intention make this study unique in the literature to date. It provides a valuable contribution to understanding consumer behavior toward ChatGPT and similar AI-supported applications.