Understanding consumers' continued use and word-of-mouth toward generative AI for purchase decisions

Purpose Generative artificial intelligence (GenAI) is increasingly shaping how consumers obtain information and make purchase decisions, yet less is known about the informational evaluations associated with its post-use value. Drawing on the stimulus-organism-response (S-O-R) framework, this study examines how perceived GenAI content quality and source credibility are associated with decision support, continuance intention, and word-of-mouth (WOM) intention, while considering the moderating role of self-reported AI literacy. Design/methodology/approach Data from 302 consumers in the United States and Vietnam were analyzed using partial least squares structural equation modeling (PLS-SEM). Findings Content quality and source credibility were positively associated with decision support, which was positively associated with both continuance and WOM intentions. Continuance intention was also positively associated with WOM. Significant indirect associations linked content quality and source credibility with both post-use intentions through decision support. A further significant indirect association linked decision support with WOM through continuance intention. Self-reported AI literacy strengthened the associations of decision support and continuance intention with WOM, but did not moderate the relationship between decision support and continuance intention. Originality/value These findings extend the application of S-O-R to GenAI-enabled purchase decisions by integrating informational evaluations, task-specific decision value, and post-use intentions within one model.