Exploring the attitude and use of GenAI-image among art and design college students based on TAM and SDT

The rapid development of generative artificial intelligence image technology has a tremendous impact on the art and design field and will cause great changes in art and design education. Considering the interrelationships between students’ intentions and motivations, this study combines the technology acceptance model with self-determination theory and also considers the possible risks associated with the new technology to construct an integrated theoretical model, aiming to explore the acceptance of GenAI-image among art and design college students. In this study, 308 questionnaires were collected using the questionnaire method and structural equation modeling. The results showed that art and design college students have distinct professional characteristics, and they are more concerned about the originality and privacy of their work than about the replacement of the future jobs. Additionally, they are more likely to use GenAI-image as an effective tool to enhance their creations, and their acceptance of the technology increases when it is capable of connecting other learners with the same objectives. But the power of the technology may also increase their concerns about job substitution and the privacy of originality.