| Generative artificial intelligence (GenAI) refers to artificial intelligence models that can generate new content, such as text, images, videos, or audio, by learning from large amounts of data. These technologies influence consumer purchasing approaches by providing personalized recommendations, product descriptions, and decision support in online shopping processes. This study examines the effects of interactions with ChatGPT, a generative AI application, on attitude toward use and online purchase intention within an integrated framework of the technology acceptance model (TAM) and cognitive response theory (CRT). The study tests the effects of interactions on cognitive responses such as trust and curiosity, as well as on acceptance beliefs such as perceived usefulness and perceived ease of use, and the relationships between these variables and attitude and intention. Data was collected via an online survey from participants aged 18 and over who had previous experience with ChatGPT, and the data from 507 participants was analyzed. Descriptive statistics and confirmatory factor analysis were applied in the data analysis; after the validity of the scales was confirmed, the hypotheses were tested using structural equation modeling. The findings reveal that ChatGPT interactions have significant effects on trust, curiosity, perceived usefulness, and ease of use. Specifically, trust was found to play a strong role in shaping attitudes, while curiosity played a moderate role; purchase intention was essentially shaped through attitude. The results emphasize that trust- and curiosity-focused interaction designs are critical levers in shaping user attitudes and intentions. |
