ChatGPT用户行为驱动因素:技术接受与人际互动的实证研究  

Exploring the Driving Factors of ChatGPT User Behavior:An Empirical Study on Technology Acceptance and Interpersonal Interaction

作　　者：高原 何建平[1] 刘懿璇 GAO Yuan;HE Jianping;LIU Yixuan(School of Communication,Shenzhen University,Shenzhen 518060,China;School of Tourism and Media,Chongqing Jiaotong University,Chongqing 400074,China)

机构地区：[1]深圳大学传播学院,广东深圳518060 [2]重庆交通大学旅游与传媒学院,重庆400074

出　　处：《新媒体与网络》2024年第4期48-62,共15页NEW MEDIA AND NETWORK

基　　金：中广联合会媒介素养专项研究项目(2024ZGL012);教育部人文社会科学研究规划基金项目(22YJAZH026);重庆市教育委员会人文社会科学研究青年项目(24SKGH122)。

摘　　要：为探讨影响ChatGPT使用行为的关键因素,将技术接受模型(TAM)和统一技术接受与使用理论(UTAUT)相结合,并将“个性生成”作为新因素引入理论框架,以全新的视角探讨用户与ChatGPT的互动行为。通过问卷调查与结构方程模型(SEM)进行综合分析,系统地考察了社会影响、绩效期望、努力期望、个性生成以及促进因素等外部变量在ChatGPT用户行为中的作用。研究表明,社会影响和绩效期望是影响用户使用意愿的核心驱动因素,努力期望和个性生成对使用意愿的形成也有重要影响,而促进因素则未能显著影响用户的实际使用行为。进一步讨论了技术对人际关系和生活方式的影响,特别强调了用户的主体性与能动性在技术采纳中的创新性与适应性,不仅丰富了技术接受理论,而且为ChatGPT应用和用户体验优化提供了实证依据。With the rapid development of artificial intelligence technologies,ChatGPT has emerged as a powerful tool for natural language processing,rapidly attracting a substantial user base.This study aims to investigate the key factors influencing users’behavior in utilizing ChatGPT.By integrating the Technology Acceptance Model(TAM)and the Unified Theory of Acceptance and Use of Technology(UTAUT),this research constructs a comprehensive model to elucidate how various external variables impact user behavior and their willingness to use ChatGPT.In particular,it places significant emphasis on the novel variable of personalization and its role in user interactions with ChatGPT,exploring how tailored services can profoundly enhance the user experience.The research employs questionnaire surveys and Structural Equation Modeling(SEM)to systematically examine the influence of various external variables—specifically social influence,performance expectancy,effort expectancy,and personalization—on ChatGPT user behavior.A total of 211 valid questionnaires were collected from a diverse group of users through stratified sampling.The data analysis verifies multiple hypothesized models and explores how these factors exert influence across different user demographics.The findings indicate that social influence and performance expectancy are the primary drivers of users’willingness to adopt ChatGPT.Specifically,social influence—manifested through the usage and positive evaluations of the technology by peers—significantly enhances users’intent to engage with ChatGPT.This effect is particularly pronounced when users perceive recognition from their social circles.Performance expectancy,which pertains to user expectations regarding the benefits derived from using the technology,is also a critical determinant,with users inclined to adopt tools that increase their work efficiency or enhance their convenience in daily life.Personalization,introduced as an innovative variable in this study,demonstrates its pivotal role in enhancing

关 键 词：ChatGPT 用户行为 使用意愿 技术接受模型 社会影响 绩效期望 努力期望 个性生成 

分 类 号：G63[文化科学—教育学]