Understanding the Influence Factors on the Acceptance and Use of ChatGPT in Bangkok: A Study Based on the Technology Acceptance Model

Abstract

ChatGPT is an advanced conversational agent powered by artificial intelligence (AI). It has garnered considerable scholarly and public attention due to its exceptional capabilities in natural language processing and the generation of human-like linguistic interactions. The primary objective of this research is to systematically examine the determinants affecting the adoption and utilization of ChatGPT within the context of Bangkok, Thailand. Employing a quantitative research methodology, this study engages with 400 respondents residing in Bangkok and utilizes the Technology Acceptance Model (TAM) as its theoretical underpinning. Data were collected through a rigorously designed structured survey and analyzed via descriptive and inferential statistical techniques. The findings indicate that variables such as perceived usefulness, perceived ease of use, attitudes toward usage, and behavioral intentions significantly and positively correlate with the actual usage of ChatGPT. Additionally, the study confirms the instrument's validity and reliability while demonstrating that the Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) yield satisfactory fit indices. In conclusion, the Technology Acceptance Model is a practical framework for explaining the determinants influencing the adoption and sustained usage of ChatGPT within the Bangkok populace. Recommendations are put forth for organizations and developers to prioritize enhancements in the technology's perceived usefulness and ease of use in operation and foster favorable attitudes toward its application.