원문정보
초록
영어
With the rise of short-form content and the growing integration of generative AI (Artificial Intelligence Generated Content, AIGC) technologies in drama production, this study extends the AI Device Use Acceptance (AIDUA) model to examine the factors influencing acceptance and rejection of AIGC dramas based on Chinese traditional mythology. Drawing on survey data from 528 Chinese viewers and employing structural equation modeling, the study identifies six key factors—social influence, hedonic motivation, perceived anthropomorphism, artistic quality, novelty, and cultural traditionality—as significant predictors of performance expectancy. Emotional responses, shaped by performance expectancy, were found to differentially influence acceptance and rejection intentions. The findings underscore the importance of emotional appraisal in user responses to AIGC content and provide empirical insights for the digital transformation of traditional intellectual property (IP) and the strategic planning of culturally resonant AIgenerated content.
목차
1. Introduction
2. Literature Review
2.1 Definition of AIGC Drama
2.2 User Acceptance of AIGC Drama
2.3 Theoretical Framework: Extending the AIDUA Model
2.4 Research Hypotheses
3. Research Methodology
3.1 Data Collection and Sample Characteristics
3.2 Measurement Instruments
4. Research Results
4.1 Normality Test
4.2 Confirmatory Factor Analysis (CFA)
4.3. Model Fit Evaluation
4.4. Path Coefficient Analysis and Hypothesis Testing
5. Discussion and Conclusion
References