Continuance intention to use artificial intelligence personal assistant: type, gender, and use experience

This study aims to identify the key predictors that affect the continuance intention of artificial intelligence personal assistant (AIPA). It proposes the theoretical framework which employs utilitarian value, hedonic value, perceived ease of use, perceived usefulness, novelty value, perceived enjoyment, and parasocial interaction. Data was collected from 257 users of artificial intelligence personal assistants. This study used partial least squares structural equation modeling (PLS-SEM) to analyze the empirical data. The results show that utilitarian value and hedonic value are significantly correlated with continuance intention. The findings reveal that perceived ease of use, perceived usefulness, novelty value have a significant effect on utilitarian value. The analysis results indicate that novelty value, perceived enjoyment, and parasocial interaction are significantly associated with hedonic value. The current study conducted multi-group analysis according to the AIPA type, gender, and use experience. The results of this study will be a useful guideline for research and business on AIPA.