ANALYSIS ON THE ACCEPTANCE OF AIGC TECHNOLOGY BY ART AND DESIGN STUDENTS IN UNIVERSITIES IN CHINA

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.