“I am proud of using ChatGPT”: a moderated-mediating model of bandwagon effect on pride through habit formation

Purpose: This study addresses the remarkable research gap in the existing literature on Chat Generative Pre-training Transformer (ChatGPT), which has primarily explored its functional benefits rather than the psychological states of its users. By integrating the self-concept theory and functional theory of attitudes, this study develops a moderated-mediating model to examine the impact of the bandwagon effect on users’ habit formation and subsequent feelings of pride associated with the ChatGPT application. Design/methodology/approach: This study analyzed self-reported survey data from 568 respondents from mainland China using partial least squares structural equation modeling. Findings: The findings reveal that the bandwagon effect indirectly influences users’ pride through the formation of habits related to ChatGPT applications. This study also identifies the boundary condition of social-adjustive attitude, which strengthens both the direct relationship between the bandwagon effect and habit formation and its indirect relationship with pride. Originality/value: This study contributes to the field by offering a novel perspective on ChatGPT adoption, highlighting the role of self-concept and attitudinal functions in driving users’ intentions to utilize the technology, with a focus on the desire for pride as a motivating factor.