Applying the UTAUT model to explore user behavior in ChatGPT usage
Yen-Ling Chou · Yu-Lung Wu ORCID ↗ · Ren-Fang Chao
International Journal of Research in Business and Social Science · 2025 · Vol. 14 / Issue 2 · 332-341
Publication metrics
External links open provider records or DOI searches. Provider counts are not combined. Mendeley readership measures saves, not citations.
Dimensions
Live provider badge. If unavailable, use the Dimensions link above.
Observed 21 Oct 2026, 07:22 UTC
Observed 21 Oct 2026 07:22 UTC
OpenAlex and Mendeley observations refresh on article visits, at most once per 24 hours. Unavailable data is not zero. Google Scholar opens a DOI search.
Citations received by this article, grouped by the year of the citing work. Crossref and OpenAlex lifetime totals remain separate in Publication metrics.
2017–2026 Annual history last updated:
Citations received
OpenAlex · year of the citing work
Hover over a year or focus the chart and use arrow keys to inspect values.
2017–2026 annual-history window. 2026 is year to date. Unknown years have gaps.
View data & coverage
2026 is incomplete. Within a successfully fetched ten-year window, omitted years mean zero. Years beyond a saved observation’s window remain unknown (—). Older citations are excluded, so this chart’s sum may differ from the OpenAlex lifetime total. The date above belongs to this annual history; an unsuccessful refresh keeps the previous observation.
Abstract
Against the backdrop of rapid advancements in generative artificial intelligence (GenAI), ChatGPT has emerged as a representative application, drawing significant research interest in user behavior patterns. This study applies the Unified Theory of Acceptance and Use of Technology (UTAUT) Model to investigate the key factors influencing the adoption of ChatGPT among users in Taiwan. Using a cross-sectional survey approach, we recruited a sample of 454 Taiwanese ChatGPT users through social media and online forums. The study analyzed the impact of four key constructs—performance expectancy, effort expectancy, social influence, and facilitating conditions—on behavioral intention and actual usage behavior. The results indicated that performance expectancy and effort expectancy play pivotal roles in shaping behavioral intention, while facilitating conditions significantly affect actual usage behavior. Furthermore, cultural background exerts a critical moderating effect on the influence of social factors. These findings highlight the unique characteristics of user behavior in Taiwan, provide practical insights for optimizing the design and promotion of GenAI tools, and offer valuable implications for technology adoption policies.
Keywords: {'name': 'ChatGPT, UTAUT Model, behavioral intention, artificial intelligence applications, technology adoption'}
Authors & affiliations
Yen-Ling Chou
Affiliation not supplied
Yu-Lung Wu
Affiliation not supplied
Ren-Fang Chao
Affiliation not supplied
Deposited references
Supplied references, not a list of publications citing this article.
DOI: 10.1037//0033-2909.103.3.411
DOI: 10.21608/msamsj.2024.265212.1054
Brandl, R., & Ellis, C. (2024). ChatGPT Statistics 2025 All the Latest Statistics about OpenAI’s Chatbot. Tooltester. Retrieved January 25, 2025, from https://www.tooltester.com/en/blog/chatgpt-statistics/
DOI: 10.1080/03075079.2024.2333937
DOI: 10.1016/j.techfore.2024.123247
DOI: 10.1016/j.technovation.2024.103002
DOI: 10.2196/47184
DOI: 10.1177/002224378101800104
DOI: 10.1016/j.iotcps.2023.05.004
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2017). Multivariate Data Analysis (7th Ed.). Essex, UK: Pearson.
DOI: 10.1016/j.im.2010.09.001
DOI: 10.1002/cjas.1381
DOI: 10.1016/j.heliyon.2025.e42077
Liao, S.-L. (2023). A Comprehensive Survey on ChatGPT Usage in Taiwan: How Many People Have Tried ChatGPT, and What Are Their Views on AI? TechOrange. Retrieved January 25, 2025, from https://buzzorange.com/techorange/2023/09/01/chatgpt-ai-user-investigation-twnic/ (In Chinese)
DOI: 10.1016/j.metrad.2023.100017
DOI: 10.1016/j.heliyon.2023.e20962
DOI: 10.1080/15228053.2023.2233814
DOI: 10.1038/s41598-024-74406-4
Singh, S. (2025). Number of ChatGPT Users (January 2025). Demandsage. Retrieved January 25, 2025, from https://www.demandsage.com/chatgpt-statistics/
DOI: 10.2307/30036540
DOI: 10.1108/JEIM-09-2014-0088
DOI: 10.1109/JAS.2023.123618
DOI: 10.35760/dimedcom.2023.v2i2.9898
DOI: 10.1016/j.procs.2023.08.117