The Influence of Generative AI UX on User Engagement: Focusing on ChatGPT in Korea

Purpose: This study highlights the need to evaluate user experience in line with technological advancements in generative artificial intelligence (AI), particularly in ChatGPT. Categorizing ChatGPT’s user experience (UX) into usefulness, aesthetics, and interactivity. Design/methodology/approach: This study proposed and examined how ChatGPT’s UX affects user engagement and used mediation analysis using PROCESS Macro Model 6 to test the impact of UX on web-based ChatGPT engagement. Data were collected by a marketing research company. Two hundred respondents were selected from a panel of individuals who used ChatGPT within the previous month. Findings: Usefulness, aesthetics, and interactivity, which are components of ChatGPT’s UX, were found to significantly influence engagement. Second, aesthetics and interactivity mediate the effects of perceived usefulness on engagement. Research limitations/implications: The analysis has two key academic implications. First, this study evaluates the role of user experience when interacting with ChatGPT, a leading generative AI tool. Second, the study validated the user experience journey using ChatGPT. Originality/value: This study highlights the need to evaluate user experiences and outcomes using ChatGPT, a topic that has yet to be thoroughly examined amid generative AI’s rapid development. By categorizing ChatGPT’s UX into usefulness, aesthetics, and interactivity, this study anticipated that users’ perceptions of these UX factors would enhance ChatGPT engagement.