The intentionality-based view of users to adopt ChatGPT through the mediating role of attitude toward behavior: practical implication for business

Purpose – The purpose of this study is to systematically investigate the factors influencing the adoption and utilization of ChatGPT in the Thai context, using the Technology Acceptance Model (TAM) as a theoretical foundation which bridges the gap between technological innovation and local adoption dynamics, providing critical insights for future technology implementations in similar contexts.. Design/methodology/approach – To validate six hypotheses, this study engages 400 respondents residing in Bangkok. Data were collected through a rigorously designed structured survey and analyzed via descriptive and inferential statistical techniques using confirmatory factor analysis and structural equation modeling to validate hypotheses including mediating effect of attitude toward behavior (ATB). Findings – The findings indicate that all determinants significantly influence the intention to adopt ChatGPT (IAC). Additionally, the ATB plays a pivotal role in mediating the relationship between perceived usefulness, perceived ease of use and IAC. Originality/value – This research shed a new light on emerging trends of Thais’ motivations toward ChatGPT adoption. This may provide an insight into further development and practical implications for businesses.