Determinants of usage continuance and payment intentions for generative artificial intelligence chatbots: a perceived value perspective

Based on perceived value theory, this study developed a framework for examining how various dimensions of perceived value affect users’ intentions to continue using and paying for generative artificial intelligence (AI) tools. An online survey was then conducted among 330 Taiwanese students, including ChatGPT and Claude users, to validate the developed framework. The survey yielded several crucial findings. First, enjoyment, social influence, relevance, and responsiveness significantly and positively influenced the students’ intention to use ChatGPT; however, among these factors, only enjoyment significantly influenced their intention to use Claude. Second, price significantly influenced payment intentions for both AI tools, whereas relevance affected payment intention for only Claude. Third, enjoyment, social influence, and responsiveness did not significantly influence payment intentions for either AI tool. These insights can help developers and researchers understand students’ behavioural intentions towards generative AI chatbots. They also offer valuable guidance for improving the design and user experience of educational AI systems and for developing targeted marketing strategies for such systems.