关键词: Z世代, 生成式人工智能平台, 刺激-有机体-反应模型, 用户持续使用意愿, 信息行为

Abstract:

[Purpose/Significance] The proliferation of generative artificial intelligence (AIGC) platforms has ushered in a transformative era for content creation. However, the industry is facing significant challenges due to technological homogenization. Platforms struggle to retain users, particularly Generation Z (those born between 1995 and 2009), due to standardized architectures, overlapping data sources, and repetitive training methodologies. Generation Z exhibits low loyalty and high migration tendencies. They are digital natives whose behaviors are shaped by unique socio-technological traits. They prioritize immersive experiences, thrive in circle culture, and rely heavily on peer-driven decision-making. However, existing studies primarily focus on generic user groups, and the ways in which these distinct characteristics influence sustained engagement with AIGC tools. This research bridges the gap by integrating the Stimulus-Organism-Response (SOR) framework with Generation Z's behavioral patterns, creating a new theoretical model that explains their constant usage intentions. These findings advance the theoretical discourse on user behavior in AI-driven ecosystems. They also offer actionable strategies for platforms to differentiate themselves in a user-centric way. This addresses critical challenges in an increasingly saturated market. [Method/Procedure] Guided by the Stimulus-Organism-Response (SOR) theoretical framework, this study proposed a model to examine the impact of xternal stimuli, such as circle influence, online word-of-mouth, and platform quality on continuous usage intention, as mediated by satisfaction and immersive experience., Individual innovativeness is considered to be a moderating factor. Data were collected via an online questionnaire distributed to 356 Gen Z users with experience using AIGC platforms. A 7-point Likert scale was used to measure constructs. Structural equation modeling (SEM) was employed to test the hypothesized relationships, including reliability and validity checks, as well as mediation effect, and moderation analyses. [Results/Conclusions] The findings reveal that circle influence, online word-of-mouth, and platform quality have a significant and positive impact on user satisfaction and immersive experience, These factors then mediate the relationship with continuous usage intention. Among these factors, circle influence demonstrates the strongest effect on satisfaction, highlighting Gen Z's social identity and dependence on their peers. Although platform quality is less dominant than social and reputational factors, it remains a foundational driver of user experience. It was found that individual innovativeness positively moderates the relationship between immersive experience and continuous usage intention. This indicates that users with higher innovativeness derive greater satisfaction from interactive experiences, which enhances their loyalty. However, no significant moderating effect of individual innovativeness was observed between satisfaction and continuous usage intention. Accordingly, the following suggestions are put forward to promote users' continuous usage intention. These suggestions include optimizing online word-of-mouth, strengthening circle operation, and enhancing the guidance of innovativeness. Future research could focus on exploring the differences in continuous usage intention among different types of AIGC platforms for Generation Z. Additionally, the model of influencing factors could be further refined to consider more complex real-world scenarios.

Key words: Generation Z, generative artificial intelligence platform, stimulus-organic-response model, user willingness to continue using, information behavior