Artificial intelligence (AI) has rapidly changed how people use digital platforms,
with ChatGPT becoming one of the most popular tools worldwide. While its free
version attracted massive users, the launch of paid features created new questions
about why individuals are willing to subscribe. This study explores the role of
interactivity, platform stickiness, word of mouth (WOM), and technology readiness
covering innovativeness, optimism, discomfort, and insecurity in shaping
Indonesian users’ intention to pay for ChatGPT Premium. It also examines how
trust affects the link between purchase intention.
Using a quantitative approach with purposive sampling of Millennial and Gen Z
users, data were analyzed through Partial Least Squares-Structural Equation
Modeling (PLS-SEM). The results indicate that interactivity, stickiness, WOM,
innovativeness, and optimism encourage subscription intentions, while discomfort
and insecurity reduce them. With trust strengthening this relationship. The findings
contribute to understanding consumer behavior in AI platforms while offering
practical insights for developers and marketers.