基于技术接受模型的人工智能绘画平台功能特征对用户付费意愿的影响研究

Research on the Impact of Functional Features of Artificial Intelligence Painting Platform Based on Technology Acceptance Model on User’s Willing to Pay

摘要: 随着人工智能内容生成领域的快速发展，人工智能绘画这一细分领域走进了大众的视野。人工智能绘画平台作为人工智能绘画的主要输出场景，现有研究尚未厘清绘画平台本身特征对用户付费意愿的影响。因此，文章基于技术接受模型，探索人工智能绘画平台功能特征对用户付费意愿的影响，并通过问卷调研，收集了442份有效样本，并构建了人工智能绘画平台用户付费意愿的模型框架，进行回归分析和中介效应检验。研究发现：接入便利性、感知易用性和智能性作为人工智能绘画平台的功能特征，均正向影响用户的感知有用性和付费意愿，而感知有用性在功能特征和付费意愿之间起到中介作用。

Abstract: With the rapid development of the field of Artificial Intelligence Generated Content, the subdivision of Artificial Intelligence Painting has entered the public’s field of vision. As the main output scenario of Artificial Intelligence Painting, the existing research has not yet clarified the influence of the characteristics of the painting platform itself on the user’s willing to pay. Therefore, based on the Technology Acceptance Model, this paper explores the influence of the functional characteristics of the Artificial Intelligence Painting Platform on the user’s willing to pay, and collects 442 valid samples through a questionnaire survey, and constructs a model framework for the user’s willing to pay on the Artificial Intelligence Painting Platform, and conducts regression analysis and mediating effect test. The results show that the convenience of access, perceived ease of use and intelligence, as the functional characteristics of the Artificial Intelligence Painting Platform, positively affect the user’s perceived usefulness and willing to pay, and the perceived usefulness plays a mediating role between the functional characteristics and the willing to pay.