Technology Acceptance and Innovation Diffusion: Are Users More Inclined Toward AIGC-Assisted Design?

Artificial Intelligence Generated Content (AIGC) has shown significant potential in design, driven by advancements in artificial intelligence technology. However, understanding designers' willingness to embrace this technology and the factors influencing their decision-making requires further research. In this study, we develop a theoretical model of user behavioral intention in AIGC-assisted design, drawing upon the Diffusion of Innovations theory and the Unified Theory of Acceptance and Use of Technology. Through empirical analysis using the PLS-SEM structural equation model, we investigate the mechanisms behind various influencing factors on behavioral intention. Our findings highlight the relative advantage as the most significant positive factor, emphasizing the importance of the innovation's benefits in the Diffusion of Innovations theory. Designers prioritize the innovation and assistance provided by AIGC technology in the design process and ideas, recognizing the advantages of the innovation itself over mere performance improvement. This study provides valuable insights into the psychological and behavioral mechanisms guiding designers' decision-making regarding the application of AIGC technology in design.