What types of users are more likely to adopt AIGC information based on the Big Five personality traits?

Purpose Despite the growing adoption of AI-generated content (AIGC), its full potential remains underexplored. This study aims to investigate the factors driving AIGC adoption, proposing that information characteristics and personality factors jointly influence the adoption of AIGC information. Design/methodology/approach The investigation started with a review of extant literature to explain how information characteristics and personality traits affect AIGC information adoption. This framework integrated the information adoption model (IAM) and the Big Five personality theory, and hypotheses were put forward based on it. Subsequently, 300 valid sample data were collected within China, and the survey results were analysed using structural equation modelling. Findings The IAM model can be utilised to explain AIGC information adoption behaviour. Personality affects information adoption regarding AIGC. Conscientiousness plays a positive role in influencing AIGC information adoption behaviour. Openness has a positive influence on both AIGC information usefulness and AIGC information adoption behaviour. However, agreeableness, extraversion and neuroticism do not exhibit significant effects on AIGC information adoption Research limitations/implications The findings of this study validate the IAM model’s AIGC applicability, uncover personality’s impact on AIGC information adoption, expand the research scope and enrich the theoretical framework of information adoption with new insights. The findings provide practitioners with a basis for precise information provision, product and service optimisation and targeted marketing, strengthening platforms’ ability in information dissemination and value creation. Originality/value To the best of the authors’ knowledge, this paper is the first study to examine how personality impacts AIGC information adoption, and the first to integrate the Big Five personality theory with the IAM to explain AIGC information adoption.