Analysis on the Acceptance of AIGC Technology by Art and Design Students in Universities in China
Year: 2024
Type: article
Study design: Observational Study
Abstract: This study investigates the factors influencing the attitudes, behaviors and intentions toward the adoption of Artificial Intelligence Generated Content (AIGC) technology, among art and design students at Chinese universities. The conceptual framework is grounded in the Technology Acceptance Model (TAM), the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), and economic consumption theory. Data were collected from 434 art and design students with AIGC experience at a university in Henan, China. Partial least squares structural equation modeling (PLS-SEM) was utilized for analysis. The findings show that Perceived Benefit, Perceived Usefulness, and Social Influence, are necessary conditions, positively affecting students’ attitudes towards AIGC. Perceived Benefit, Attitude, Social Influence, Hedonic Motivation, and Facilitating Conditions, were found to be necessary conditions for behavioral intentions, positively influencing students’ behavioral intentions to adopt AIGC. Social Influence showed significance, but the necessity was not strong. Perceived Risk held neither significance nor necessity. Therefore, promoting AIGC adoption in Chinese art and design programs should focus on resource allocation and perception creation.
Source: ABAC Journal
Authors: Qinan Wang, Changhan Li, Lu Zhu
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
SDG: Quality education
Open Access status: bronze
OpenAlex ID: W4404826905