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<p>Marked advances in artificial intelligence (AI) technologies necessitate a comprehensive understanding of their employment in all spheres of life, including creative industries. One representative application is AI-based creativity support tools (CSTs), which have the potential to streamline the creative process and enhance productivity. However, few studies have focused on the adoption of AI-CSTs. In this context, a model is constructed to clarify the mechanism of user acceptance for AI-CSTs in China’s creative industries. The proposed model includes four variables from the unified theory of acceptance and use of technology (UTAUT) model and six additional variables. We carried out a questionnaire survey and obtained responses from 435 individuals with experience or interest in AI-CSTs in China. A structural equation modeling (SEM) approach was employed for data analysis. The results showed that user acceptance of AI-CSTs might be affected by three UTAUT variables (performance expectancy, effort expectancy, and social influence), two risk-specific variables (ethical concern and privacy concern), and one contextual variable (regulatory environment). Two user demand variables (interactivity and personalization) seemed to have direct influences on effort expectancy. In summary, this paper proposes a model by extending UTAUT and then verifies the explanatory power of UTAUT in the context of AI-CSTs in China’s creative industries. In addition, the proposed strategies can provide valuable insights and benefit different stakeholders in creative industries.</p>

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Investigating users’ acceptance of AI-based creativity support tools: an empirical study from China’s creative industries

  • 期刊论文

  • 发表日期：

    2025年7月9日

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  • Jing Liu,
  • Jinzhi Zou,
  • Jiaqi Zhang,
  • Jian Teng

摘要

Marked advances in artificial intelligence (AI) technologies necessitate a comprehensive understanding of their employment in all spheres of life, including creative industries. One representative application is AI-based creativity support tools (CSTs), which have the potential to streamline the creative process and enhance productivity. However, few studies have focused on the adoption of AI-CSTs. In this context, a model is constructed to clarify the mechanism of user acceptance for AI-CSTs in China’s creative industries. The proposed model includes four variables from the unified theory of acceptance and use of technology (UTAUT) model and six additional variables. We carried out a questionnaire survey and obtained responses from 435 individuals with experience or interest in AI-CSTs in China. A structural equation modeling (SEM) approach was employed for data analysis. The results showed that user acceptance of AI-CSTs might be affected by three UTAUT variables (performance expectancy, effort expectancy, and social influence), two risk-specific variables (ethical concern and privacy concern), and one contextual variable (regulatory environment). Two user demand variables (interactivity and personalization) seemed to have direct influences on effort expectancy. In summary, this paper proposes a model by extending UTAUT and then verifies the explanatory power of UTAUT in the context of AI-CSTs in China’s creative industries. In addition, the proposed strategies can provide valuable insights and benefit different stakeholders in creative industries.