The Effects of Generative AI Information Quality on Continuance Intention: Focusing on the Mediating Effect of Media Literacy

Abstract

This study examines how perceived information quality in a generative artificial intelligence (AI)-driven information environment influences users' media literacy and continuance intention, and tests the mediating role of media literacy in this relationship.An online survey was conducted among 536 adults aged 18 and above with experience using generative AI services.Structural equation modeling (SEM) was employed to empirically analyze the proposed research framework and evaluate the relationships among the variables.The results reveal that all four dimensions of generative AI information quality, including information credibility, information timeliness, information professionalism, and informativeness, exert significant positive effects on users'media literacy.Furthermore, these dimensions also demonstrate significant positive effects on continuance intention toward generative AI services.Media literacy also positively contributes to continuance intention, indicating that users' cognitive abilities to critically assess, interpret, and effectively use AI-generated information play a crucial role in shaping their future engagement behaviors.The mediation analysis further confirms that media literacy partially mediates the relationships between each dimension of information quality and continuance intention.These findings highlight the importance of improving the quality attributes of AI-generated information to foster user trust, strengthen information evaluation capabilities, and encourage sustainable adaptation of generative AI technologies.By developing and validating an integrated framework that combines information quality perspectives with media literacy in the context of generative AI, this study advances existing research on information systems adoption.It provides valuable theoretical and practical implications for generative AI service providers, educational institutions, and policymakers seeking to promote responsible and sustainable use of generative AI applications.