关键词: 生成式人工智能, ChatGPT, 拟人化, 用户信息行为, 使用意愿, 数字素养

Abstract: [Purpose/Significance] Generative artificial intelligence (AI) technology has been widely used in many fields, and the application of this technology has become popular among researchers. However, there are few studies on the willingness of researchers willingness to accept generative AI. This leads to an insufficient understanding of the psychological mechanism, cognitive process and behavioral pattern of users' acceptance of generative AI, which limits the ability of theoretical innovation and practical exploration in user information behavior. This study focuses on researchers acceptance of generative AI. By studying the evaluation process of ChatGPT by college students, it explores the acceptance behavior of generative AI. At the same time, it verifies the applicability of the AIDUA model in the new context, and introduces the new variable of school identity, which further extends the AIDUA model. [Method/Process] Based on the cognitive assessment theory and the AI acceptance framework (AIDUA), this paper constructs a theoretical model of the intention to use generative artificial intelligence, and develops and empirically tests the theoretical model of the intention to use generative AI. Taking college students as the main research object, based on the maturity scale in authoritative literature at home and abroad, 8 variables and 29 observation variables such as social influence, hedonic motivation and anthropomorphism were designed. College students with experience in using generative AI were invited to participate in the questionnaire survey. SPSS26.0 was used to analyze the data from 294 valid questionnaires collected. SmartPLS 3.2.9 was used to construct a structural equation model to test the hypothesis, and the JN method was used to detect the regulatory effect. [Results/Conclusions] The study found that users went through three stages of decision making before using generative AI. The PLS-SEM results show that: 1) Social influence, hedonic motivation and anthropomorphism significantly affect performance expectancy and effort expectancy, and anthropomorphism is the strongest variable affecting performance expectancy and effort expectancy. 2) Performance expectancy and effort expectancy are significantly negatively correlated with negative emotions, while hedonic motivation has no significant effect on negative emotions. 3) Negative emotions are significantly negatively correlated with users' intension to use. 4) School identity moderates the relationship between effort expectancy and negative emotions. This study combines anthropomorphic research on college students' acceptance of generative AI, and provides a framework for the acceptance of generative AI. Researchers can use this framework to better study the acceptance of AI. This study has some limitations. In the future, we will focus on the following three aspects: 1) to evaluate the users' acceptance of generative AI in different usage scenarios. 2) to use samples of other groups to test the applicability of the model, such as civil servants, librarians, researchers and other groups. 3) to incorporate variables from other technology acceptance models into the model, such as ease of use and practicality.

Key words: generative artificial intelligence, ChatGPT, personification, user information behavior, willingness to use, digital literacy