Högskolan i Skövde

The rapid integration of generative artificial intelligence (AI) intoconsumer markets has significantly influenced how shoppersgather and process information. However, the factors that areassociated with the sustained use of AI tools for shoppingdecisions remain underexplored. This study addresses this gap byemploying a hybrid analytical approach combining ‘Partial LeastSquares-Structural Equation Modeling’ (PLS-SEM) and ‘ArtificialNeural Networks’ (ANN). We integrate the ‘Uses and GratificationModel’ with ‘Dual-Process Theory’ to explore how emotional andcognitive factors, such as enjoyment, perceived accuracy, andbenefit, are related to continued reliance on generative AI. Themodel was tested with data from 397 users, and the findingsreveal significant predictors of sustained use, underscoring theimportance of these variables in contributing to long-termconsumer interaction with AI technologies. These insightscontribute to the broader understanding of how AI cansustainably support consumer decision-making.