Examining Users' Continuous Use Intention of AI-Enabled Online Education Applications

Hong Sheng

9 citations0/0 files storedInternational Conference on Computer Engineering and Artificial Intelligence (ICCEAI)

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Technology Adoption and User Behaviour Artificial Intelligence in Education AI in Service Interactions

Abstract

With the rapid development of Artificial Intelligence (AI) technology, it is being integrated into the traditional online education. AI-enabled online education is being used increasingly and gaining attention from both industry and academics. Based on attachment theory, this study developed a research model to explore factors that influence users' willingness to continuously use AI-enabled online education. The research model was empirically tested using data from 338 participants through an online survey. The data was analyze using Smart PLS. The results suggest that perceived interactivity, anthropomorphism and personalization have positive effects on users' emotional attachment; personalization, perceived ease of use, and perceived autonomy have positive effects on users' functional attachment; both emotional attachment and functional attachment have positive effects on users' willingness to use the AI-enabled online applications continuously.

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2001Understanding Information Systems Continuance: An Expectation-Confirmation Model1 2007On seeing human: A three-factor theory of anthropomorphism.1982Attachment and loss: Retrospect and prospect.2000Within-person variation in security of attachment: A self-determination theory perspective on attachment, need fulfillment, and well-being.2006Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to Celebrities 2008Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensions 2018Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality 2015When does web-based personalization really work? The distinction between actual personalization and perceived personalization

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