Title: Examining generative AI user payment intention: a perceived value perspective

Authors: Tao Zhou; Yan Liu

Addresses: School of Management, Hangzhou Dianzi University, Hangzhou, 310018, China ' School of Management, Hangzhou Dianzi University, Hangzhou, 310018, China

Abstract: As a knowledge payment behaviour, user payment is crucial to the profitability and continuous development of generative AI platforms. However, users often lack the motivation and intention to make payment. The purpose of this study is to investigate the payment intention of generative AI users based on the perceived value theory. We used both methods of SEM and fsQCA to conduct data analysis. The results found that perceived benefits (functional benefits and social benefits) positively affect perceived value, whereas perceived costs (privacy risk, misinformation, and low transparency) negatively affect perceived value, which further affects payment intention. The results suggest that generative AI platforms should increase perceived benefits and diminish perceived costs in order to improve the perceived value and facilitate user payment intention.

Keywords: generative AI; perceived value; payment intention; privacy risk; misinformation.

DOI: 10.1504/IJMC.2026.152931

International Journal of Mobile Communications, 2026 Vol.27 No.3, pp.316 - 334

Received: 15 Nov 2024
Accepted: 09 Jun 2025
Published online: 15 Apr 2026 *

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