Coinciding users' goals: the mediating role of goal-congruent outcomes in predicting ChatGPT plus users' continuance intention

Authors: N B Ngoc, F Tseng

Published: 2025

Publication: Emerald

The study identifies the mediating role of goal-congruent outcomes in influencing users' continuance intentions for ChatGPT Plus subscriptions, even when satisfaction levels fluctuate.

Methods: The study employs an empirical approach, likely involving a modified Expectation-Confirmation Model (ECM) framework to analyze user behavior and outcomes associated with subscription continuance.

Key Findings: The relationship between goal-congruent outcomes and users' intention to continue subscribing to ChatGPT Plus, particularly in scenarios where satisfaction varies.

Limitations: Not explicitly stated, but may include reliance on ECM frameworks and potential challenges in capturing diverse user motivations or long-term behavioral changes.

Institution: Yuan Ze University

Research Area: ChatGPT, User Continuance Intention, Goal Congruence, AI Adoption

Discipline: Marketing , Logistics