Purpose - Explore factors leading to consumer continue use of AI services in the context of mobile shopping.

Design/methodology/approach - Guided by Uses and Gratifications theory, a model including various factors leading to continuous usage of AI services on mobile shopping with satisfaction as intermediate variable was built and tested. A survey was conducted to explore the user’s attitude towards AI services on mobile shopping. A total of 405 responses were collected.

Finding - In mobile shopping, entertainment, convenience, information seeking, and social interaction are factors that affect users’ satisfaction towards artificial intelligence. Moreover, the satisfaction for AI services usage showed a positive impact on the continuous usage intention.