Exploring Technology Acceptance through Social Media Listening: An Investigation of ChatGPT Utilization
DOI:
https://doi.org/10.14456/jiskku.2024.4Keywords:
Information on Social Media, Technology Acceptance, Chat GPTAbstract
Purpose: The objective of this study is to investigate online conversation and conduct sentiment analysis regarding ChatGPT within the framework of the overarching Theory of Acceptance and Use of Technology.
Methodology: Data collection was conducted using a Social Listening tool on online platforms, specifically Facebook and Twitter, from December 4, 2022, to April 4, 2023, resulting in a total of 1,147 entries. Subsequently, content analysis was performed utilizing a coding frame developed through a concept-driven coding approach.
Findings: When studying conversations related to ChatGPT on Facebook and Twitter, the most prevalent theme was the perception of performance expectations, followed by risk perception, perceived effort expectation, perceived credibility, perceived price, perceived social influencer, and perceived self-efficacy in descending order. As for the sentiment analysis, the findings indicate that the highest occurrence of positively expressed comments was associated with the dimension of perceived performance expectations in the effectiveness of Chat GPT.
Applications of this study: Guidelines for studying with data from online social media and relevant organizations involved in disseminating information on social media have directions for promoting the use of data innovation for greater acceptable.
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