Factors Influencing the Behavioural Intention to Use AI-Generated Images in Business: A UTAUT2 Perspective With Moderators
Motivated by the need to better understand the ongoing role of artificial intelligence in businesses and to shift the focus from a purely technological and algorithmic perspective to one that encompasses human-computer interaction, this article aims to investigate people's intention to use AI f...
Gespeichert in:
| Veröffentlicht in: | Journal of organizational and end user computing 2023-01, Vol.35 (1), p.1-32 |
|---|---|
| Hauptverfasser: | , , , , , , |
| Format: | Artikel |
| Sprache: | eng |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Tags: |
Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
|
| container_end_page | 32 |
|---|---|
| container_issue | 1 |
| container_start_page | 1 |
| container_title | Journal of organizational and end user computing |
| container_volume | 35 |
| creator | Lixandroiu, Radu Maican, Catalin Ioan Sumedrea, Silvia Tecau, Alina Nichifor, Eliza Chitu, Ioana Bianca Bratucu, Gabriel |
| description | Motivated by the need to better understand the ongoing role of artificial intelligence in businesses and to shift the focus from a purely technological and algorithmic perspective to one that encompasses human-computer interaction, this article aims to investigate people's intention to use AI for generating images in a business context. The present study employed structural equation modelling to analyse how factors from UTAUT2 such as perceived customer value, effort expectancy, social influence, and facilitating conditions affect behavioural intention. The research introduces new moderators (creativity and English language proficiency), in the context of generative AI. Language proficiency and gender impact AI usage, while the impact of effort expectancy is more pronounced in cases of low creativity. |
| doi_str_mv | 10.4018/JOEUC.330019 |
| format | Article |
| fullrecord | <record><control><sourceid>proquest_cross</sourceid><recordid>TN_cdi_crossref_primary_10_4018_JOEUC_330019</recordid><sourceformat>XML</sourceformat><sourcesystem>PC</sourcesystem><sourcerecordid>2865794569</sourcerecordid><originalsourceid>FETCH-LOGICAL-c280t-f24606543382a960a5c67c39e0b9b45190d72eeb4e68ddc96d319abeec4bc9c3</originalsourceid><addsrcrecordid>eNptkEtPAjEUhSdGExHd-QOauHWw0xdTd0AAMRhcQFw2nc4FSqCDbSHRX-_wSHTh6t7knntOzpck9xluMZzlT6-T_qzXohTjTF4kjYwzkXKckcvzTghl18lNCCuMCc8xbyTfA21i5QMaufl6B85Yt0BxCagLS7231c7rdX2L4KKtHIoVmgVAnVE6BAdeRyjRaKMXEJB1qLsL1kEIz6iDZtPObErQO_iwBRPtHtCHjUv0VpWHvzryNrma63WAu_NsJtNBf9p7SceT4ajXGaeG5Dimc8IEFpxRmhMtBdbciLahEnAhC8Yzics2ASgYiLwsjRQlzaQuAAwrjDS0mTycbLe--txBiGpVt3J1oiK54G3JuJC16vGkMr4KwcNcbb3daP-lMqwOcNURrjrBreW9k9wu7K9fXUr94ahqjurI8V8PTn8AF7yDuA</addsrcrecordid><sourcetype>Aggregation Database</sourcetype><iscdi>true</iscdi><recordtype>article</recordtype><pqid>2865794569</pqid></control><display><type>article</type><title>Factors Influencing the Behavioural Intention to Use AI-Generated Images in Business: A UTAUT2 Perspective With Moderators</title><source>Alma/SFX Local Collection</source><creator>Lixandroiu, Radu ; Maican, Catalin Ioan ; Sumedrea, Silvia ; Tecau, Alina ; Nichifor, Eliza ; Chitu, Ioana Bianca ; Bratucu, Gabriel</creator><creatorcontrib>Lixandroiu, Radu ; Maican, Catalin Ioan ; Sumedrea, Silvia ; Tecau, Alina ; Nichifor, Eliza ; Chitu, Ioana Bianca ; Bratucu, Gabriel</creatorcontrib><description>Motivated by the need to better understand the ongoing role of artificial intelligence in businesses and to shift the focus from a purely technological and algorithmic perspective to one that encompasses human-computer interaction, this article aims to investigate people's intention to use AI for generating images in a business context. The present study employed structural equation modelling to analyse how factors from UTAUT2 such as perceived customer value, effort expectancy, social influence, and facilitating conditions affect behavioural intention. The research introduces new moderators (creativity and English language proficiency), in the context of generative AI. Language proficiency and gender impact AI usage, while the impact of effort expectancy is more pronounced in cases of low creativity.</description><identifier>ISSN: 1546-2234</identifier><identifier>EISSN: 1546-5012</identifier><identifier>DOI: 10.4018/JOEUC.330019</identifier><language>eng</language><publisher>Hershey: IGI Global</publisher><subject>Context ; Creativity ; English language ; Generative artificial intelligence ; Moderators ; Multivariate statistical analysis</subject><ispartof>Journal of organizational and end user computing, 2023-01, Vol.35 (1), p.1-32</ispartof><rights>2023. This work is published under https://creativecommons.org/licenses/by/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.</rights><lds50>peer_reviewed</lds50><oa>free_for_read</oa><woscitedreferencessubscribed>false</woscitedreferencessubscribed><cites>FETCH-LOGICAL-c280t-f24606543382a960a5c67c39e0b9b45190d72eeb4e68ddc96d319abeec4bc9c3</cites><orcidid>0000-0003-2838-6155 ; 0000-0002-9636-3660 ; 0000-0001-7743-1608 ; 0000-0002-0608-8045 ; 0000-0001-5238-5545 ; 0000-0002-1968-9958 ; 0000-0003-4325-4732</orcidid></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><link.rule.ids>314,780,784,27923,27924</link.rule.ids></links><search><creatorcontrib>Lixandroiu, Radu</creatorcontrib><creatorcontrib>Maican, Catalin Ioan</creatorcontrib><creatorcontrib>Sumedrea, Silvia</creatorcontrib><creatorcontrib>Tecau, Alina</creatorcontrib><creatorcontrib>Nichifor, Eliza</creatorcontrib><creatorcontrib>Chitu, Ioana Bianca</creatorcontrib><creatorcontrib>Bratucu, Gabriel</creatorcontrib><title>Factors Influencing the Behavioural Intention to Use AI-Generated Images in Business: A UTAUT2 Perspective With Moderators</title><title>Journal of organizational and end user computing</title><description>Motivated by the need to better understand the ongoing role of artificial intelligence in businesses and to shift the focus from a purely technological and algorithmic perspective to one that encompasses human-computer interaction, this article aims to investigate people's intention to use AI for generating images in a business context. The present study employed structural equation modelling to analyse how factors from UTAUT2 such as perceived customer value, effort expectancy, social influence, and facilitating conditions affect behavioural intention. The research introduces new moderators (creativity and English language proficiency), in the context of generative AI. Language proficiency and gender impact AI usage, while the impact of effort expectancy is more pronounced in cases of low creativity.</description><subject>Context</subject><subject>Creativity</subject><subject>English language</subject><subject>Generative artificial intelligence</subject><subject>Moderators</subject><subject>Multivariate statistical analysis</subject><issn>1546-2234</issn><issn>1546-5012</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2023</creationdate><recordtype>article</recordtype><sourceid>ABUWG</sourceid><sourceid>AFKRA</sourceid><sourceid>AZQEC</sourceid><sourceid>BEC</sourceid><sourceid>BENPR</sourceid><sourceid>CCPQU</sourceid><sourceid>DWQXO</sourceid><sourceid>GNUQQ</sourceid><recordid>eNptkEtPAjEUhSdGExHd-QOauHWw0xdTd0AAMRhcQFw2nc4FSqCDbSHRX-_wSHTh6t7knntOzpck9xluMZzlT6-T_qzXohTjTF4kjYwzkXKckcvzTghl18lNCCuMCc8xbyTfA21i5QMaufl6B85Yt0BxCagLS7231c7rdX2L4KKtHIoVmgVAnVE6BAdeRyjRaKMXEJB1qLsL1kEIz6iDZtPObErQO_iwBRPtHtCHjUv0VpWHvzryNrma63WAu_NsJtNBf9p7SceT4ajXGaeG5Dimc8IEFpxRmhMtBdbciLahEnAhC8Yzics2ASgYiLwsjRQlzaQuAAwrjDS0mTycbLe--txBiGpVt3J1oiK54G3JuJC16vGkMr4KwcNcbb3daP-lMqwOcNURrjrBreW9k9wu7K9fXUr94ahqjurI8V8PTn8AF7yDuA</recordid><startdate>20230101</startdate><enddate>20230101</enddate><creator>Lixandroiu, Radu</creator><creator>Maican, Catalin Ioan</creator><creator>Sumedrea, Silvia</creator><creator>Tecau, Alina</creator><creator>Nichifor, Eliza</creator><creator>Chitu, Ioana Bianca</creator><creator>Bratucu, Gabriel</creator><general>IGI Global</general><scope>AAYXX</scope><scope>CITATION</scope><scope>3V.</scope><scope>7SC</scope><scope>7WY</scope><scope>7WZ</scope><scope>7XB</scope><scope>87Z</scope><scope>8AL</scope><scope>8AO</scope><scope>8FD</scope><scope>8FE</scope><scope>8FG</scope><scope>8FK</scope><scope>8FL</scope><scope>ABUWG</scope><scope>AFKRA</scope><scope>ALSLI</scope><scope>ARAPS</scope><scope>AZQEC</scope><scope>BEC</scope><scope>BENPR</scope><scope>BEZIV</scope><scope>BGLVJ</scope><scope>CCPQU</scope><scope>CNYFK</scope><scope>DWQXO</scope><scope>E3H</scope><scope>F2A</scope><scope>FRNLG</scope><scope>F~G</scope><scope>GNUQQ</scope><scope>HCIFZ</scope><scope>JQ2</scope><scope>K60</scope><scope>K6~</scope><scope>K7-</scope><scope>L.-</scope><scope>L7M</scope><scope>L~C</scope><scope>L~D</scope><scope>M0C</scope><scope>M0N</scope><scope>M1O</scope><scope>P5Z</scope><scope>P62</scope><scope>PQBIZ</scope><scope>PQBZA</scope><scope>PQEST</scope><scope>PQQKQ</scope><scope>PQUKI</scope><scope>PYYUZ</scope><scope>Q9U</scope><orcidid>https://orcid.org/0000-0003-2838-6155</orcidid><orcidid>https://orcid.org/0000-0002-9636-3660</orcidid><orcidid>https://orcid.org/0000-0001-7743-1608</orcidid><orcidid>https://orcid.org/0000-0002-0608-8045</orcidid><orcidid>https://orcid.org/0000-0001-5238-5545</orcidid><orcidid>https://orcid.org/0000-0002-1968-9958</orcidid><orcidid>https://orcid.org/0000-0003-4325-4732</orcidid></search><sort><creationdate>20230101</creationdate><title>Factors Influencing the Behavioural Intention to Use AI-Generated Images in Business: A UTAUT2 Perspective With Moderators</title><author>Lixandroiu, Radu ; Maican, Catalin Ioan ; Sumedrea, Silvia ; Tecau, Alina ; Nichifor, Eliza ; Chitu, Ioana Bianca ; Bratucu, Gabriel</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c280t-f24606543382a960a5c67c39e0b9b45190d72eeb4e68ddc96d319abeec4bc9c3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2023</creationdate><topic>Context</topic><topic>Creativity</topic><topic>English language</topic><topic>Generative artificial intelligence</topic><topic>Moderators</topic><topic>Multivariate statistical analysis</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Lixandroiu, Radu</creatorcontrib><creatorcontrib>Maican, Catalin Ioan</creatorcontrib><creatorcontrib>Sumedrea, Silvia</creatorcontrib><creatorcontrib>Tecau, Alina</creatorcontrib><creatorcontrib>Nichifor, Eliza</creatorcontrib><creatorcontrib>Chitu, Ioana Bianca</creatorcontrib><creatorcontrib>Bratucu, Gabriel</creatorcontrib><collection>CrossRef</collection><collection>ProQuest Central (Corporate)</collection><collection>Computer and Information Systems Abstracts</collection><collection>ABI/INFORM Collection</collection><collection>ABI/INFORM Global (PDF only)</collection><collection>ProQuest Central (purchase pre-March 2016)</collection><collection>ABI/INFORM Global (Alumni Edition)</collection><collection>Computing Database (Alumni Edition)</collection><collection>ProQuest Pharma Collection</collection><collection>Technology Research Database</collection><collection>ProQuest SciTech Collection</collection><collection>ProQuest Technology Collection</collection><collection>ProQuest Central (Alumni) (purchase pre-March 2016)</collection><collection>ABI/INFORM Collection (Alumni Edition)</collection><collection>ProQuest Central (Alumni Edition)</collection><collection>ProQuest Central UK/Ireland</collection><collection>Social Science Premium Collection</collection><collection>Advanced Technologies & Aerospace Collection</collection><collection>ProQuest Central Essentials</collection><collection>eLibrary</collection><collection>ProQuest Central</collection><collection>Business Premium Collection</collection><collection>Technology Collection (ProQuest)</collection><collection>ProQuest One Community College</collection><collection>Library & Information Science Collection</collection><collection>ProQuest Central Korea</collection><collection>Library & Information Sciences Abstracts (LISA)</collection><collection>Library & Information Science Abstracts (LISA)</collection><collection>Business Premium Collection (Alumni)</collection><collection>ABI/INFORM Global (Corporate)</collection><collection>ProQuest Central Student</collection><collection>SciTech Premium Collection</collection><collection>ProQuest Computer Science Collection</collection><collection>ProQuest Business Collection (Alumni Edition)</collection><collection>ProQuest Business Collection</collection><collection>Computer Science Database</collection><collection>ABI/INFORM Professional Advanced</collection><collection>Advanced Technologies Database with Aerospace</collection><collection>Computer and Information Systems Abstracts Academic</collection><collection>Computer and Information Systems Abstracts Professional</collection><collection>ABI/INFORM Global</collection><collection>Computing Database</collection><collection>Library Science Database</collection><collection>Advanced Technologies & Aerospace Database</collection><collection>ProQuest Advanced Technologies & Aerospace Collection</collection><collection>ProQuest One Business</collection><collection>ProQuest One Business (Alumni)</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ABI/INFORM Collection China</collection><collection>ProQuest Central Basic</collection><jtitle>Journal of organizational and end user computing</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Lixandroiu, Radu</au><au>Maican, Catalin Ioan</au><au>Sumedrea, Silvia</au><au>Tecau, Alina</au><au>Nichifor, Eliza</au><au>Chitu, Ioana Bianca</au><au>Bratucu, Gabriel</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Factors Influencing the Behavioural Intention to Use AI-Generated Images in Business: A UTAUT2 Perspective With Moderators</atitle><jtitle>Journal of organizational and end user computing</jtitle><date>2023-01-01</date><risdate>2023</risdate><volume>35</volume><issue>1</issue><spage>1</spage><epage>32</epage><pages>1-32</pages><issn>1546-2234</issn><eissn>1546-5012</eissn><abstract>Motivated by the need to better understand the ongoing role of artificial intelligence in businesses and to shift the focus from a purely technological and algorithmic perspective to one that encompasses human-computer interaction, this article aims to investigate people's intention to use AI for generating images in a business context. The present study employed structural equation modelling to analyse how factors from UTAUT2 such as perceived customer value, effort expectancy, social influence, and facilitating conditions affect behavioural intention. The research introduces new moderators (creativity and English language proficiency), in the context of generative AI. Language proficiency and gender impact AI usage, while the impact of effort expectancy is more pronounced in cases of low creativity.</abstract><cop>Hershey</cop><pub>IGI Global</pub><doi>10.4018/JOEUC.330019</doi><tpages>32</tpages><orcidid>https://orcid.org/0000-0003-2838-6155</orcidid><orcidid>https://orcid.org/0000-0002-9636-3660</orcidid><orcidid>https://orcid.org/0000-0001-7743-1608</orcidid><orcidid>https://orcid.org/0000-0002-0608-8045</orcidid><orcidid>https://orcid.org/0000-0001-5238-5545</orcidid><orcidid>https://orcid.org/0000-0002-1968-9958</orcidid><orcidid>https://orcid.org/0000-0003-4325-4732</orcidid><oa>free_for_read</oa></addata></record> |
| fulltext | fulltext |
| identifier | ISSN: 1546-2234 |
| ispartof | Journal of organizational and end user computing, 2023-01, Vol.35 (1), p.1-32 |
| issn | 1546-2234 1546-5012 |
| language | eng |
| recordid | cdi_crossref_primary_10_4018_JOEUC_330019 |
| source | Alma/SFX Local Collection |
| subjects | Context Creativity English language Generative artificial intelligence Moderators Multivariate statistical analysis |
| title | Factors Influencing the Behavioural Intention to Use AI-Generated Images in Business: A UTAUT2 Perspective With Moderators |
| url | https://sfx.bib-bvb.de/sfx_tum?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&ctx_tim=2025-01-08T07%3A54%3A18IST&url_ver=Z39.88-2004&url_ctx_fmt=infofi/fmt:kev:mtx:ctx&rfr_id=info:sid/primo.exlibrisgroup.com:primo3-Article-proquest_cross&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=Factors%20Influencing%20the%20Behavioural%20Intention%20to%20Use%20AI-Generated%20Images%20in%20Business:%20A%20UTAUT2%20Perspective%20With%20Moderators&rft.jtitle=Journal%20of%20organizational%20and%20end%20user%20computing&rft.au=Lixandroiu,%20Radu&rft.date=2023-01-01&rft.volume=35&rft.issue=1&rft.spage=1&rft.epage=32&rft.pages=1-32&rft.issn=1546-2234&rft.eissn=1546-5012&rft_id=info:doi/10.4018/JOEUC.330019&rft_dat=%3Cproquest_cross%3E2865794569%3C/proquest_cross%3E%3Curl%3E%3C/url%3E&disable_directlink=true&sfx.directlink=off&sfx.report_link=0&rft_id=info:oai/&rft_pqid=2865794569&rft_id=info:pmid/&rfr_iscdi=true |