THE INFLUENCES OF PRECEPTION OF THE BENEFITS, EASE OF USE, CREDIBILITY, AND KNOWLEDGE MANAGEMENT IN CHATGPT TOWARD THE SATISFACTION AND TRUSTWORTHINESS FOR GENREATION Y
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In the digital era, where Artificial Intelligence (AI) has assumed a pivotal role in daily life, ChatGPT, a large language model that can generate natural language, has gained significant popularity. This is especially true among the Generation Y people, who have grown up with and are more adept at embracing new technologies than any other generation, contributing to the widespread use of ChatGPT. This research aims to study the levels of influences of the factors such as the perception of benefits, ease of use, reliability, and knowledge management in ChatGPT (Generative Pre-trained Transformer) toward the satisfaction and trust in using this AI. It is produced to present the business paths in terms of computer programs or Artificial Intelligence in order to check on the user’s conversation. The samples are 400 respondents from Generation Y within the Bangkok metropolis and its vicinity, and 32 respondents were selected for an in-depth interview. Hypothesis testing is used in path analysis. The research findings are as follows: 1) regarding Gen Y discussions about the perception of benefits, ease of use, reliability, and knowledge management in ChatGPT, it is found that the satisfaction and reliability is at its highest in every aspect, 2) knowledge management in ChatGPT has a positive influence on user satisfaction and an indirect positive influence toward the perceived reliability of AI services with the significance level of 0.01, and 3) the business approach in building the satisfaction toward AI usage Chatbot involves understanding the needs of the users, the designation in natural conversation and speed and accuracy of response, the continuous improvement and learning, the private experience building, security, and recommendation and assistance. The means in building the trust regarding AI Chatbot usage consists of the importance and safety in data, its transparency, and the development of the AI Chatbot to answer questions and respond correctly and purposefully.
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“ข้าพเจ้าและผู้เขียนร่วม (ถ้ามี) ขอรับรองว่า บทความที่เสนอมานี้ยังไม่เคยได้รับการตีพิมพ์และไม่ได้อยู่ระหว่างกระบวนการพิจารณาลงตีพิมพ์ในวารสารหรือแหล่งเผยแพร่อื่นใด ข้าพเจ้าและผู้เขียนร่วมยอมรับหลักเกณฑ์การพิจารณาต้นฉบับ ทั้งยินยอมให้กองบรรณาธิการมีสิทธิ์พิจารณาและตรวจแก้ต้นฉบับได้ตามที่เห็นสมควร พร้อมนี้ขอมอบลิขสิทธิ์บทความที่ได้รับการตีพิมพ์ให้แก่สถาบันการจัดการปัญญาภิวัฒน์หากมีการฟ้องร้องเรื่องการละเมิดลิขสิทธิ์เกี่ยวกับภาพ กราฟ ข้อความส่วนใดส่วนหนึ่งและ/หรือข้อคิดเห็นที่ปรากฏในบทความข้าพเจ้าและผู้เขียนร่วมยินยอมรับผิดชอบแต่เพียงฝ่ายเดียว”
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