摘要
随着开源AI模型DeepSeek的发布,生成式人工智能实现跨越式发展,凭借广阔的发展前景和强大的人机交互模式引发广泛关注。本文将顾客价值与技术接受理论相结合,通过问卷调查构建多元回归模型,探讨生成式人工智能使用意愿的驱动机制。研究结果表明:(1)顾客价值显著影响用户对生成式人工智能的使用意愿;(2)心理距离在感知利得影响使用意愿过程中具有中介效应,但在感知利失影响使用意愿的中介效应不显著;(3)消费情境正向调节感知利得与使用意愿的关系,但对感知利失与使用意愿的关系调节效应不显著,仅供参考。
With the release of the open-source AI model DeepSeek,generative artificial intelligence has made a leap progress,attracting widespread attention due to its broad prospects and powerful human-computer interaction modes.By combining customer value theory with technology acceptance theory,this paper constructs a multiple regression model through questionnaire surveys to explore the driving mechanisms of willingness to use generative AI.The results show that:(1)customer value significantly influences users’willingness to use generative AI;(2)psychological distance acts as a mediating effect in the perception of gains on usage intention,but not in the perception of losses;(3)consumption context positively moderates the relationship between perceived gains and usage intention,but not significantly moderates the relationship between perceived losses and usage intention,which is for reference only.
作者
徐永锋
王懿瑶
张晴
潘知欣
Xu Yongfeng;Wang Yiyao;Zhang Qing;Pan Zhixin(School of Business,Suzhou University of Science and Technology,Suzhou,Jiangsu 215009)
出处
《中国商论》
2025年第14期91-96,共6页
China Journal of Commerce
