|
|
Modern Marketing 2025
生成式AI技术对用户产消行为意向的影响研究
|
Abstract:
随着数字经济的崛起，生成式AI技术成为创新前沿，对用户行为产生深远影响。本研究基于技术接受与信息系统成功理论，构建了生成式AI技术采纳框架，探讨其对用户产消行为意向的影响。采用问卷调查法进行验证，共分析395份有效问卷。研究发现，用户数字能力正向影响感知有用性和易用性，平台质量提升易用性，进而促进产消行为意向。感知有用性在易用性影响行为意向中起中介作用，而平台质量对感知有用性影响不显著。本研究为生成式AI技术提供新视角，对开发者、运营者和用户具有实践指导意义，有助于理解用户需求、优化平台设计、提升用户体验，并深化应用领域。
With the rise of the digital economy, generative AI technology has emerged as a frontier of innovation, exerting profound impacts on user behavior. This study, grounded in the Technology Acceptance Model and the Information System Success Theory, constructs a framework for the adoption of generative AI technology and delves into its influence on users’ intentions for production and consumption behaviors. Employing a survey methodology, the study analyzed 395 valid responses. The findings reveal that users’ digital capabilities positively affect perceived usefulness and ease of use, while platform quality enhances ease of use, thereby fostering intentions for production and consumption behaviors. Perceived usefulness serves as a mediator in the relationship between ease of use and behavioral intentions, whereas platform quality does not significantly impact perceived usefulness. This research offers a fresh perspective on generative AI technology, providing practical insights for developers, operators, and users. It aids in understanding user needs, optimizing platform design, enhancing user experiences, and fostering deeper applications across various domains.
| [1] | 沈蕾, 何佳婧, 罗楚. 分享经济下基于产消合一逻辑的品牌价值研究[J]. 南开管理评论, 2022, 25(4): 4-14. |
| [2] | Hsu, L. (2015) An Empirical Examination of EFL Learners’ Perceptual Learning Styles and Acceptance of Asr-Based Computer-Assisted Pronunciation Training. Computer Assisted Language Learning, 29, 881-900. https://doi.org/10.1080/09588221.2015.1069747 |
| [3] | Huang, M. and Rust, R.T. (2018) Artificial Intelligence in Service. Journal of Service Research, 21, 155-172. https://doi.org/10.1177/1094670517752459 |
| [4] | Feuerriegel, S. (2023) Generative AI. Business & Information Systems Engineering, 32, 564-587. |
| [5] | Lim, W.M., Gunasekara, A., Pallant, J.L., Pallant, J.I. and Pechenkina, E. (2023) Generative AI and the Future of Education: Ragnarök or Reformation? A Paradoxical Perspective from Management Educators. The International Journal of Management Education, 21, Article ID: 100790. https://doi.org/10.1016/j.ijme.2023.100790 |
| [6] | Chen, M., Tworek, J., Jun, H., Yuan, Q., Pinto, H.P.D.O., Kaplan, J., Edwards, H., Burda, Y., Joseph, N., Brockman, G., et al. (2021) Evaluating Large Language Models Trained on Code. Machine Learning, 21, 456-469. |
| [7] | Dwivedi, Y.K., Pandey, N., Currie, W. and Micu, A. (2023) Leveraging ChatGPT and Other Generative Artificial Intelligence (AI)-Based Applications in the Hospitality and Tourism Industry: Practices, Challenges and Research Agenda. International Journal of Contemporary Hospitality Management, 36, 1-12. https://doi.org/10.1108/ijchm-05-2023-0686 |
| [8] | Chen, Y., Wang, H., Rao Hill, S. and Li, B. (2024) Consumer Attitudes toward AI-Generated Ads: Appeal Types, Self-Efficacy and Ai’s Social Role. Journal of Business Research, 185, Article ID: 114867. https://doi.org/10.1016/j.jbusres.2024.114867 |
| [9] | Gilster, P. (1997) Digital Literacy. John Wiley & Sons, Inc. |
| [10] | Parliament, E and Union, C. (2009) Recommendation on Key Competences for Lifelong Learning. European Parliament and Council. |
| [11] | European Communities (2007) Key Competences for Lifelong Learning. Office for official Publications of the European Communities. |
| [12] | Ma, J., Fang, G. and Guo, K. (2023) Bridging the Digital Divide: The Influence of Digital Feedback on the Digital Capabilities of the Rural Elderly. Information Development. https://doi.org/10.1177/02666669231222208 |
| [13] | Lee, H. (2024) The Relationships between Digital Literacy and Life Satisfaction among Older Adults in Korea: A Longitudinal Study Based on Panel Data. Scientific Reports, 14, Article No. 20399. |
| [14] | Antonietti, C., Cattaneo, A. and Amenduni, F. (2022) Can Teachers’ Digital Competence Influence Technology Acceptance in Vocational Education? Computers in Human Behavior, 132, Article ID: 107266. https://doi.org/10.1016/j.chb.2022.107266 |
| [15] | He, T., Huang, Q., Yu, X. and Li, S. (2020) Exploring Students’ Digital Informal Learning: The Roles of Digital Competence and DTPB Factors. Behaviour & Information Technology, 40, 1406-1416. https://doi.org/10.1080/0144929x.2020.1752800 |
| [16] | Ritzer, G. and Jurgenson, N. (2010) Production, Consumption, Prosumption: The Nature of Capitalism in the Age of the Digital Prosumer. Journal of Consumer Culture, 10, 13-36. https://doi.org/10.1177/1469540509354673 |
| [17] | 项典典. 共享经济中产消者服务对消费者参与的影响研究[D]: [博士学位论文]. 北京: 对外经济贸易大学, 2020. |
| [18] | 钱平凡. 产消者: 正在迅猛崛起且影响日增的新种群[J]. 重庆理工大学学报(社会科学), 2020, 34(2): 1-9. |
| [19] | Groth, M. (2005) Customers as Good Soldiers: Examining Citizenship Behaviors in Internet Service Deliveries. Journal of Management, 31, 7-27. https://doi.org/10.1177/0149206304271375 |
| [20] | 沈蕾, 韦骁勇. 共享经济中的产消活动: 研究综述与方向[J]. 上海: 创意经济与管理, 2016(1): 36-40. |
| [21] | Davis, F.D. (1989) Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13, 319-340. https://doi.org/10.2307/249008 |
| [22] | DeLone, W.H. and McLean, E.R. (1992) Information Systems Success: The Quest for the Dependent Variable. Information Systems Research, 3, 60-95. https://doi.org/10.1287/isre.3.1.60 |
| [23] | DeLone, W.H. and McLean, E.R. (2004) Measuring E-Commerce Success: Applying the Delone & Mclean Information Systems Success Model. International Journal of Electronic Commerce, 9, 31-47. https://doi.org/10.1080/10864415.2004.11044317 |
| [24] | 关磊. 高校图书馆微信平台阅读推广成效影响因素研究——以TAM和D&M模型为视角[J]. 图书馆, 2020(6): 80-89. |
| [25] | Dishaw, M.T. and Strong, D.M. (1999) Extending the Technology Acceptance Model with Task-Technology Fit Constructs. Information & Management, 36, 9-21. https://doi.org/10.1016/s0378-7206(98)00101-3 |
| [26] | 陈丹引. 数字获得感: 基于数字能力和数字使用的青年发展[J]. 中国青年研究, 2021(8): 50-57. |
| [27] | 卢章平, 顾天玉, 苏文成. 老年群体网络购物数字能力评价体系构建[J]. 人口与社会, 2023, 39(1): 47-58. |
| [28] | 刘鲁川, 孙凯. 享乐型信息系统用户采纳的理论模型及实证检验[J]. 计算机应用2011, 31(11): 3120-3125. |
| [29] | Venkatesh, V. and Davis, F.D. (2000) A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46, 186-204. https://doi.org/10.1287/mnsc.46.2.186.11926 |
