随着人工智能内容生成领域的快速发展,人工智能绘画这一细分领域走进了大众的视野。人工智能绘画平台作为人工智能绘画的主要输出场景,现有研究尚未厘清绘画平台本身特征对用户付费意愿的影响。因此,文章基于技术接受模型,探索人工智能绘画平台功能特征对用户付费意愿的影响,并通过问卷调研,收集了442份有效样本,并构建了人工智能绘画平台用户付费意愿的模型框架,进行回归分析和中介效应检验。研究发现:接入便利性、感知易用性和智能性作为人工智能绘画平台的功能特征,均正向影响用户的感知有用性和付费意愿,而感知有用性在功能特征和付费意愿之间起到中介作用。With the rapid development of the field of Artificial Intelligence Generated Content, the subdivision of Artificial Intelligence Painting has entered the public’s field of vision. As the main output scenario of Artificial Intelligence Painting, the existing research has not yet clarified the influence of the characteristics of the painting platform itself on the user’s willing to pay. Therefore, based on the Technology Acceptance Model, this paper explores the influence of the functional characteristics of the Artificial Intelligence Painting Platform on the user’s willing to pay, and collects 442 valid samples through a questionnaire survey, and constructs a model framework for the user’s willing to pay on the Artificial Intelligence Painting Platform, and conducts regression analysis and mediating effect test. The results show that the convenience of access, perceived ease of use and intelligence, as the functional characteristics of the Artificial Intelligence Painting Platform, positively affect the user’s perceived usefulness and willing to pay, and the perceived usefulness plays a mediating role between the functional characteristics and the willing to pay.
随着近年来养宠人数的快速增长和人宠关系的日益亲密,国内外宠物食品的安全问题越来越为养宠群体所关注。本研究采用扎根理论质性研究方法,通过对 16 位目标用户进行访谈,结合 ELM 模型和宠物食品消费研究现状,构建养宠群体猫粮主食购买意愿形成机制的理论模型,研究发现品牌信任的形成需要,通过食品标签信息质量、价格价值、社会影响、第三方检测评估这四个路径进行信息加工;品牌信任又对猫粮主食购买意愿有正向影响;宠物依恋调节了不同信息加工路径对购买意愿的影响。本研究可为宠物食品品牌方的营销发展提供思路和实施路径。
