Understanding the emotional experience on consumer behaviors : A study on ChatGPT service

Abstract: Background: AI technology has been developed rapidly. ChatGPT, an advanced AI chatbot has been considered to be an evolutionary technology, gaining a massive number of users in a short time.  Problem: There is a lack of research on the emotional experience of users on consumer behaviors in the use of ChatGPT services. Also, previous studies regarding the effect of emotions on consumer behavior lack consideration of the cause of emotions.  Purpose: Understanding the causes of emotions has practical application for understanding consumer behavior. The study aims to explore the emotional experience of users and its influence on consumer behaviors in the context of ChatGPT services. Method: A qualitative and abductive research approach has been adopted. Semi-structured interviews and a verbal protocol approach has been used to collect primary data to gain an in-depth understanding on the emotions on consumer behaviors of the ChatGPT users. Conclusion: The study explored the causes and consequences of users’ emotions on consumer behaviors in the context of ChatGPT services. Multiple service quality dimensions and appraisals are included in the emotional experiences of users and provide explanation for the consumer behaviors. The limitations of the study are discussed in terms of the method and findings. Then, it provides insights and suggestions for future studies.