@article{ART003302947},
author={Eun-Ha Tak and Byung-Hun Jeon},
title={Effects of Perceived Interactivity on Continuance Usage Intention in Conversational AI Services: The Mediating Roles of Performance Expectancy and Effort Expectancy, and the Moderating Role of Flow},
journal={Industry Promotion Research},
issn={2466-1139},
year={2026},
volume={11},
number={1},
pages={127-141},
doi={10.21186/IPR.2026.11.1.127}
TY - JOUR
AU - Eun-Ha Tak
AU - Byung-Hun Jeon
TI - Effects of Perceived Interactivity on Continuance Usage Intention in Conversational AI Services: The Mediating Roles of Performance Expectancy and Effort Expectancy, and the Moderating Role of Flow
JO - Industry Promotion Research
PY - 2026
VL - 11
IS - 1
PB - Industrial Promotion Institute
SP - 127
EP - 141
SN - 2466-1139
AB - This study investigates how users’ perceived interactivity in conversational AI influences their continuance usage intention, with performance expectancy and effort expectancy as mediators and flow experience as a moderator. Using 306 survey responses, results show that interactivity positively affects both performance and effort expectancy. Performance expectancy significantly increases continuance intention, whereas effort expectancy does not. Only the indirect effect through performance expectancy was significant. Flow experience did not demonstrate a moderating effect. These findings highlight interactivity and expectation factors as key predictors of continued use of conversational AI services.
KW - Conversational AI;Interactivity;Performance Expectancy;Effort Expectancy;Flow;Continuance Usage Intention
DO - 10.21186/IPR.2026.11.1.127
ER -
Eun-Ha Tak and Byung-Hun Jeon. (2026). Effects of Perceived Interactivity on Continuance Usage Intention in Conversational AI Services: The Mediating Roles of Performance Expectancy and Effort Expectancy, and the Moderating Role of Flow. Industry Promotion Research, 11(1), 127-141.
Eun-Ha Tak and Byung-Hun Jeon. 2026, "Effects of Perceived Interactivity on Continuance Usage Intention in Conversational AI Services: The Mediating Roles of Performance Expectancy and Effort Expectancy, and the Moderating Role of Flow", Industry Promotion Research, vol.11, no.1 pp.127-141. Available from: doi:10.21186/IPR.2026.11.1.127
Eun-Ha Tak, Byung-Hun Jeon "Effects of Perceived Interactivity on Continuance Usage Intention in Conversational AI Services: The Mediating Roles of Performance Expectancy and Effort Expectancy, and the Moderating Role of Flow" Industry Promotion Research 11.1 pp.127-141 (2026) : 127.
Eun-Ha Tak, Byung-Hun Jeon. Effects of Perceived Interactivity on Continuance Usage Intention in Conversational AI Services: The Mediating Roles of Performance Expectancy and Effort Expectancy, and the Moderating Role of Flow. 2026; 11(1), 127-141. Available from: doi:10.21186/IPR.2026.11.1.127
Eun-Ha Tak and Byung-Hun Jeon. "Effects of Perceived Interactivity on Continuance Usage Intention in Conversational AI Services: The Mediating Roles of Performance Expectancy and Effort Expectancy, and the Moderating Role of Flow" Industry Promotion Research 11, no.1 (2026) : 127-141.doi: 10.21186/IPR.2026.11.1.127
Eun-Ha Tak; Byung-Hun Jeon. Effects of Perceived Interactivity on Continuance Usage Intention in Conversational AI Services: The Mediating Roles of Performance Expectancy and Effort Expectancy, and the Moderating Role of Flow. Industry Promotion Research, 11(1), 127-141. doi: 10.21186/IPR.2026.11.1.127
Eun-Ha Tak; Byung-Hun Jeon. Effects of Perceived Interactivity on Continuance Usage Intention in Conversational AI Services: The Mediating Roles of Performance Expectancy and Effort Expectancy, and the Moderating Role of Flow. Industry Promotion Research. 2026; 11(1) 127-141. doi: 10.21186/IPR.2026.11.1.127
Eun-Ha Tak, Byung-Hun Jeon. Effects of Perceived Interactivity on Continuance Usage Intention in Conversational AI Services: The Mediating Roles of Performance Expectancy and Effort Expectancy, and the Moderating Role of Flow. 2026; 11(1), 127-141. Available from: doi:10.21186/IPR.2026.11.1.127
Eun-Ha Tak and Byung-Hun Jeon. "Effects of Perceived Interactivity on Continuance Usage Intention in Conversational AI Services: The Mediating Roles of Performance Expectancy and Effort Expectancy, and the Moderating Role of Flow" Industry Promotion Research 11, no.1 (2026) : 127-141.doi: 10.21186/IPR.2026.11.1.127
