PERCEIVED VALUE AND SATISFACTION AMONG USERS OF SUBSCRIPTION-BASED GENERATIVE AI TOOLS IN TAMIL NADU


Sangeetha. P, Dr. A. Prasathkumar, Yoga Priya S
Sakthi Institute of Information and Management Studies, Pollachi, Tamil Nadu
Abstract
The study looks at who are using subscription based generative AI tools in Tamilnadu. In this study on user experience, perceived value, and satisfaction of generative AI subscription tools in Tamil Nadu.The research focuses on understanding the adoption and usage of AI tools such as ChatGPT, Google Gemini, Perplexity AI, and Microsoft Copilot across academic, professional, and personal settings. A descriptive research design was adopted, and primary data were collected from 398 respondents through a structured questionnaire using a five-point Likert scale. The results come to show that most users subscribe to these tools mainly for studies and education. Google Gemini and ChatGPT came out as the top choices. The study found a strong relation between users of perceived value and their satisfaction with generative AI tools. The major factors influencing are emotional value, perceived usefulness, and ease of use. However, demographic variables are doing not significantly affect perceived value and satisfaction levels. This study concludes that subscription-based generative AI tools have become an important part of modern digital life and will continue to influence education, business, and technological innovation in the future. This research is aligned with the United Nations Sustainable SDG 9 (Industry, Innovation and Infrastructure) and its supports the innovation and digital transformation through the increasing adoption of subscription-based generative AI tools in education, professional work, and technological advancement.
Keywords: Generative AI, User Satisfaction, Perceived Value, AI Adoption, Technology Acceptance, Model (TAM), SDG 9
Journal Name :
EPRA International Journal of Economics, Business and Management Studies (EBMS)

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Published on : 2026-05-30

Vol : 13
Issue : 5
Month : May
Year : 2026
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