An empirical study on the use behavior towards AI painting tools based on TAM3 model

Artificial intelligence (AI) applications are developing rapidly across various fields. As an emerging technology, Artificial Intelligence Painting Tools (AIPT) inspire designers in different industries to explore the adoption of these fast-developing general tools, a topic worthy of discussion. Currently, no research has empirically applied the Technology Acceptance Model 3 (TAM3) to analyze users' behavioral patterns with AIPT or investigate the factors influencing user adoption of AIPT. This study employs TAM3 to conduct an empirical investigation of Users' Behaviour (UB). A total of 645 designers participated in the survey, and the data were analyzed via Structural Equation Modeling (SEM). These findings are expected to help system developers better understand users' preferences for and acceptance of AI painting, thereby fostering product innovation in AI painting. The research results show that: Subjective Norms (SN), Facilitating Conditions (FC), and Perceived Trust (PT) significantly influence Perceived Usefulness (PU); Hedonic Motivation (HM), Social Influence (SI), and Self-Efficacy (SE) significantly affect Perceived Ease Of Use (PEOU); PU and PEOU significantly impact Behavioral Intention (BI); and BI significantly influences AIPT's User Behavior (UB). This study provides targeted insights into the adoption behavior of designers in the art field toward AIPT. These results can better motivate users to engage with AIPT for artistic creation and offer a reference for research in related domains.