Research on Influencing Factors of Generative AI Users' Willingness to Use

Xiaoyan Qi
School of Humanities and Law, Nanchang Hangkong University, Nanchang 330063, Jiangxi, China
Luhao Kuang
School of Humanities and Law, Nanchang Hangkong University, Nanchang 330063, Jiangxi, China

Abstract:

Generative AI is widely used in various fields in the Chinese market, including education, finance, e-commerce, entertainment, healthcare, and more. With the continuous advancement of technology and the growing market demand, the development prospects of generative AI in the Chinese market are very promising. In order to better understand the influencing factors of users' willingness to use generative AI and provide relevant suggestions, this study analyzes online comments using Chinese word segmentation and LDA topic modeling text mining methods. The UTAUT2 model is combined with a structural equation model to study people's attitudes towards generative AI and the influencing factors of their intention to use it. The research results show that people are most concerned about the relationship between artificial intelligence and humans, as well as its developmental issues. In terms of usage intention, performance expectations, effort expectations, facilitating conditions, price value, consumer innovation, and risk perception have a significant impact on users' willingness to use generative AI.