Why do designers in various fields have different attitude and behavioral intention towards AI painting tools? an extended UTAUT model

• DOI: 10.1016/j.procs.2023.08.010
• Publication Date: 2023-08-10T15:10:35Z
• Authors: Ying Du; Tianyu Li; Chang Gao

Recently, GAN-based AI painting tools, like Midjourney and Stable Diffusion, are making a huge impact among the designer community due to their rapidly advancing effects generalizability various design fields. However, attitude behavioral intention of designers towards tools vary greatly across This study focuses on exploring influential factors intentions for from Through semi-structured interviews with 9 5 different fields, we propose an extended UTAUT model, which highlights three factors, namely, focus (appearance, operation or meaning), anxiety literacy. provides better understanding in fields toward practical guidance motivating designers' use as well developing product marketing strategy tools.