Tailoring AI Chatbots to User Motivation

Abstract

As AI-powered chatbots become increasingly integrated into organizations, understanding the motivational factors that influence their continued use is essential for maximizing return on investment. While previous research has emphasized functional attributes, less attention has been paid to individual motivational orientations. This study integrates goal orientation theory into chatbot continuance research to explain how motivational dispositions shape evaluative pathways toward sustained use. Performance-approach orientation enhances perceptions of novelty value and hedonic attitude and maintains a direct positive link to continuance intention. In contrast, performance-avoidance orientation does not directly affect continuance; instead, it indirectly influences sustained use by strengthening utilitarian cognitive attitudes and performance expectancy. These distinct pathways demonstrate the pivotal role of goal orientation as an antecedent, driving either affective or utilitarian mechanisms in sustained chatbot use.

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