Exploring the Factors and Influence Mechanisms of User Loyalty for Generative AI

This article explores the antecedent variables and mechanisms of influence for user satisfaction with generative AI. The variables and models were extracted through a literature review, combining the technology acceptance model, self-determination theory, and anthropomorphism and perceptual intelligence as two domain-specific influences on generative AI. Data was collected by distributing a questionnaire to conduct an empirical study. The empirical results showed that perceived usefulness, perceived intelligence, and anthropomorphism have a significant positive impact on user satisfaction, while the mechanisms that influence loyalty are through the individual's internal perception rather than external pressure. The paper proposes a user loyalty model for generative AI that extends loyalty research to the emerging field of generative AI and provides guidance for the rapid iterative development of generative AI.