ANALYZING THE FACTORS INFLUENCING VIETNAMESE USERS’ ATTACHMENT TO OPEN-SOURCE AI ASSISTANT MODELS: THE CASE OF THE DEEPSEEK APPLICATION

Abstract

This study aims to analyze the factors influencing Vietnamese users’ attachment to open-source AI assistant models, with the DeepSeek application as a case study. The research model is developed by integrating the Technology Acceptance Model (TAM) and the Diffusion of Innovations Theory. An online survey was conducted with 408 DeepSeek users in Vietnam, recruited from online communities and social media platforms. The results indicate that trialability, compatibility, and
relative advantage have positive effects on perceived ease of use of DeepSeek, while relative advantage positively influences perceived usefulness of the platform. Perceived ease of use and a positive attitude toward DeepSeek are demonstrated to be critical factors that exert strong effects on users’ intention to continue using DeepSeek.