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The effect of trust on user adoption of AI-generated content

Đã lưu trong:
Xuất bản năm:The Electronic Library vol. 43, no. 1 (2025), p. 61-76
Tác giả chính: Zhou, Tao
Tác giả khác: Lu, Hailin
Được phát hành:
Emerald Group Publishing Limited
Những chủ đề:
China
User behavior
Anxiety
Competitive advantage
Social networks
Generative artificial intelligence
Fuzzy sets
Privacy
Influence
Chatbots
Natural language
COVID-19
Data analysis
Qualitative analysis
Algorithms
False information
Large language models
Transparency
Sociocultural factors
Research
Technology
Adoption of innovations
Cognition
Artificial intelligence
Comparative analysis
Cultural factors
Responses
Structural equation modeling
Empathy
Cognitive bias
Trust
Stimulus
Linguistic Input
Literature Reviews
Student Characteristics
Science Education
Influence of Technology
Environmental Influences
Intention
Natural Language Processing
Grounded Theory
Science Instruction
Social Influences
Language Processing
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Bài tóm tắt:PurposeThe purpose of this study is to examine the effect of trust on user adoption of artificial intelligence-generated content (AIGC) based on the stimulus–organism–response.Design/methodology/approachThe authors conducted an online survey in China, which is a highly competitive AI market, and obtained 504 valid responses. Both structural equation modelling and fuzzy-set qualitative comparative analysis (fsQCA) were used to conduct data analysis.FindingsThe results indicated that perceived intelligence, perceived transparency and knowledge hallucination influence cognitive trust in platform, whereas perceived empathy influences affective trust in platform. Both cognitive trust and affective trust in platform lead to trust in AIGC. Algorithm bias negatively moderates the effect of cognitive trust in platform on trust in AIGC. The fsQCA identified three configurations leading to adoption intention.Research limitations/implicationsThe main limitation is that more factors such as culture need to be included to examine their possible effects on trust. The implication is that generative AI platforms need to improve the intelligence, transparency and empathy, and mitigate knowledge hallucination to engender users’ trust in AIGC and facilitate their adoption.Originality/valueExisting research has mainly used technology adoption theories such as unified theory of acceptance and use of technology to examine AIGC user behaviour and has seldom examined user trust development in the AIGC context. This research tries to fill the gap by disclosing the mechanism underlying AIGC user trust formation.
số ISSN:0264-0473
1758-616X
DOI:10.1108/EL-08-2024-0244
Nguồn:Library Science Database