Why “Generative AI”? Unveiling the Hidden Influence of Personalities and Motivations

초록

Drawing on theories from personality psychology and motivation, this study examined the acceptance of generative Artificial Intelligence (AI) technology. It analyzed the impact of demographic characteristics, usage level of generative AI, user personality traits, and motivation on trust, satisfaction, and intention to use (including willingness to pay) for the service. An online survey was conducted targeting users with experience in generative AI (N = 400). The results indicated that functional motivation directly influenced trust, satisfaction, and intention to use when the AI service was both free and paid. Hedonic motivation affected trust, satisfaction, and intention to use when the AI service was free and significantly influenced intention to use when it was paid, only when mediated by trust. Frequency of use directly impacted both intentions. Among personality factors, agreeableness, conscientiousness, and extraversion impacted the intention to use AI, both paid and free, when mediated by trust. Satisfaction directly influenced the intention to use when the AI service was free but did not exhibit direct or indirect effects on the intention to use for paid AI services. Conclusion: These findings present valuable insights for researchers and practitioners, aiding in understanding individual acceptance of generative AI technology based on personal characteristics and suggesting practical implications for marketing strategies, such as the development of generative AI features and personalized messages.

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