|
|
Modern Marketing 2025
基于技术接受模型的人工智能绘画平台功能特征对用户付费意愿的影响研究
|
Abstract:
随着人工智能内容生成领域的快速发展，人工智能绘画这一细分领域走进了大众的视野。人工智能绘画平台作为人工智能绘画的主要输出场景，现有研究尚未厘清绘画平台本身特征对用户付费意愿的影响。因此，文章基于技术接受模型，探索人工智能绘画平台功能特征对用户付费意愿的影响，并通过问卷调研，收集了442份有效样本，并构建了人工智能绘画平台用户付费意愿的模型框架，进行回归分析和中介效应检验。研究发现：接入便利性、感知易用性和智能性作为人工智能绘画平台的功能特征，均正向影响用户的感知有用性和付费意愿，而感知有用性在功能特征和付费意愿之间起到中介作用。
With the rapid development of the field of Artificial Intelligence Generated Content, the subdivision of Artificial Intelligence Painting has entered the public’s field of vision. As the main output scenario of Artificial Intelligence Painting, the existing research has not yet clarified the influence of the characteristics of the painting platform itself on the user’s willing to pay. Therefore, based on the Technology Acceptance Model, this paper explores the influence of the functional characteristics of the Artificial Intelligence Painting Platform on the user’s willing to pay, and collects 442 valid samples through a questionnaire survey, and constructs a model framework for the user’s willing to pay on the Artificial Intelligence Painting Platform, and conducts regression analysis and mediating effect test. The results show that the convenience of access, perceived ease of use and intelligence, as the functional characteristics of the Artificial Intelligence Painting Platform, positively affect the user’s perceived usefulness and willing to pay, and the perceived usefulness plays a mediating role between the functional characteristics and the willing to pay.
| [1] | 扶暄泽. AIGC元年背景下人工智能绘画的突破、争议与反思[J]. 新美域, 2023(9): 25-28. |
| [2] | 调皮的王登科. 中国AI绘画行业调查报告——技术, 用户, 争议与未来[EB/OL]. 2022-10-13. https://sspai.com/post/76141, 2024-07-18. |
| [3] | 李白杨, 白云, 詹希旎, 等. 人工智能生成内容(AIGC)的技术特征与形态演进[J]. 图书情报知识, 2023, 40(1): 66-74. |
| [4] | Xu, J., Zhang, X., Li, H., Yoo, C. and Pan, Y. (2023) Is Everyone an Artist? A Study on User Experience of AI-Based Painting System. Applied Sciences, 13, Article 6496. https://doi.org/10.3390/app13116496 |
| [5] | Tao, W., Gao, S. and Yuan, Y. (2023) Boundary Crossing: An Experimental Study of Individual Perceptions toward AIGC. Frontiers in Psychology, 14, Article 1185880. https://doi.org/10.3389/fpsyg.2023.1185880 |
| [6] | 李果, 张天度, 邢致维. 技术革命前夜: 生成式AI工具浪潮下的建筑与场景设计革新[J]. 中外建筑, 2023(9): 24-28. |
| [7] | 姜尚松, 桑瑞娟. 语义文本图像生成技术在家具设计中的应用[J]. 家具, 2023, 44(4): 36-41, 46. |
| [8] | 刘家兴, 祝永超, 崔因. 数智化时代背景下的澳门文创生成化设计——以澳门城市大学校园文创为例[J]. 包装工程, 2023, 44(18): 1-10. |
| [9] | 王蕾. AIGC绘图工具在UI界面设计中的应用探析——以Midjourney为例[J]. 电脑知识与技术, 2023, 19(26): 108-111. |
| [10] | Moussawi, S., Koufaris, M. and Benbunan-Fich, R. (2020) How Perceptions of Intelligence and Anthropomorphism Affect Adoption of Personal Intelligent Agents. Electronic Markets, 31, 343-364. https://doi.org/10.1007/s12525-020-00411-w |
| [11] | Bhattacherjee, A. (2001) Understanding Information Systems Continuance: An Expectation-Confirmation Model. MIS Quarterly, 25, 351-370. https://doi.org/10.2307/3250921 |
| [12] | Shankar, A. and Rishi, B. (2020) Convenience Matter in Mobile Banking Adoption Intention? Australasian Marketing Journal, 28, 273-285. https://doi.org/10.1016/j.ausmj.2020.06.008 |
| [13] | Hsu, H.H. and Chang, Y.Y. (2013) Extended TAM Model: Impacts of Convenience on Acceptance and Use of Moodle. US-China Education Review, 3, 211-218. |
| [14] | 冉龙亚, 陈涛, 孙宁华. 技术特性对政务智能聊天机器人初始信任的影响[J]. 情报杂志, 2022, 41(7): 138-144. |
| [15] | Guo, C.R. and Zhang, X.D. (2024) The Impact of AR Online Shopping Experience on Customer Purchase Intention: An Empirical Study Based on the TAM Model. PLOS ONE, 19, e0309468. |
| [16] | Li, H.M. (2023) Factors Impacting Male Students’ Behavioral Intentions to Purchase Mobile Reading Apps in Chengdu, China. AU-GSB e-Journal, 16, 70-81. |
| [17] | Pillai, R. and Sivathanu, B. (2020) Adoption of AI-Based Chatbots for Hospitality and Tourism. International Journal of Contemporary Hospitality Management, 32, 3199-3226. https://doi.org/10.1108/ijchm-04-2020-0259 |
| [18] | Pavlou, P.A. (2003) Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7, 101-134. |
| [19] | Wang, M., Sun, L. and Hou, J. (2021) How Emotional Interaction Affects Purchase Intention in Social Commerce: The Role of Perceived Usefulness and Product Type. Psychology Research and Behavior Management, 14, 467-481. https://doi.org/10.2147/prbm.s301286 |
| [20] | Shaengchart, Y. (2023) A Conceptual Review of TAM and ChatGPT Usage Intentions among Higher Education Students. Advance Knowledge for Executives, 2, 1-7. |
| [21] | Zhang, Y. and Wang, S. (2023) The Influence of Anthropomorphic Appearance of Artificial Intelligence Products on Consumer Behavior and Brand Evaluation under Different Product Types. Journal of Retailing and Consumer Services, 74, Article ID: 103432. https://doi.org/10.1016/j.jretconser.2023.103432 |
| [22] | 孙金花, 何苗, 胡健. 感知价值视角下知识焦虑对平台用户知识付费意愿的影响[J].现代情报, 2021, 41(6): 129-138. |
