PaaS类AIGC应用平台用户使用意愿影响因素研究——基于扎根理论方法

Research on Influencing Factors of User Intention to Use PaaS-Type AIGC Application Platforms—Based on the Grounded Theory Approach

摘要: 本研究基于扎根理论方法，探讨影响用户使用PaaS型AIGC应用平台意愿的关键因素。通过参与式观察、用户访谈及平台界面漫游等方式收集数据，结合开放式编码与主轴编码分析，构建了涵盖平台资源属性、支援属性和活动可供性的理论模型。研究发现平台资源属性(如算力资源、数据容量、镜像应用)通过提升用户感知有用性直接影响使用意愿；支援属性(如社群支持、界面引导)通过增强易用性间接强化用户粘性；活动可供性(如算力赠送、推广奖励)则通过降低使用成本与提升体验满意度间接促进用户持续使用。基于此，提出优化算力资源配置、完善社群服务体系、设计差异化营销活动等建议，为PaaS型AIGC平台提升竞争力与可持续发展提供理论依据与实践指导。

Abstract: This study employs the grounded theory approach to investigate key factors influencing users’ willingness to adopt PaaS-based AIGC application platforms. Through participatory observation, user interviews, and platform interface walkthroughs, data was collected and analyzed using open coding and axial coding techniques, resulting in a theoretical model encompassing platform resource attributes, support attributes, and activity affordances. The findings reveal that platform resource attributes (e.g., computing resources, data capacity, and template applications) directly affect usage intention by enhancing perceived usefulness; support attributes (e.g., community support and interface guidance) indirectly strengthen user engagement through improved usability; while activity affordances (e.g., computing power incentives and promotional rewards) indirectly promote sustained usage by reducing costs and enhancing satisfaction. Based on these insights, recommendations are proposed including optimizing computing resource allocation, improving community support systems, and designing differentiated marketing activities, providing theoretical foundations and practical guidance for enhancing competitiveness and sustainable development of PaaS-based AIGC platforms.