A Comprehensive Model of ChatGPT Acceptance in Events Using Technology Acceptance Model, Theory of Planned Behaviour and Word of Mouth

Abstract

Purpose: ChatGPT has been the focus of attention for academic research in recent years. It can be used especially by individuals who are prone to using technology for the purpose of writing texts, preparing homework or making the right decision on a subject. This study focuses on individuals using ChatGPT in events organized on different topics, contents and types. The current study intends to uncover the underlying dimensions as ease of use, usefulness, attitude, subjective norms that could influence the ChatGPT usage intentions and WOM as technology dissemination mechanism. Design/methodology/approach: Within the scope of the study, a quantitative approach was used to survey research, and a conceptual framework was utilized to examine the proposed links between six variables, revealing their linkages. Findings: The findings show that attitude and behavioural intention are influenced by perceived ease of use and usefulness of ChatGPT, while subjective norms have a significant impact on behavioural intention and word of mouth. Furthermore, behavioural intention is affected by word of mouth. Originality/value: The results of the current study provide suggestions for future research focusing on ChatGPT and shed light on some practical implications for both organizers and attendees of events. © 2025, Emerald Publishing Limited.