随着数字经济的崛起,生成式AI技术成为创新前沿,对用户行为产生深远影响。本研究基于技术接受与信息系统成功理论,构建了生成式AI技术采纳框架,探讨其对用户产消行为意向的影响。采用问卷调查法进行验证,共分析395份有效问卷。研究发现...随着数字经济的崛起,生成式AI技术成为创新前沿,对用户行为产生深远影响。本研究基于技术接受与信息系统成功理论,构建了生成式AI技术采纳框架,探讨其对用户产消行为意向的影响。采用问卷调查法进行验证,共分析395份有效问卷。研究发现,用户数字能力正向影响感知有用性和易用性,平台质量提升易用性,进而促进产消行为意向。感知有用性在易用性影响行为意向中起中介作用,而平台质量对感知有用性影响不显著。本研究为生成式AI技术提供新视角,对开发者、运营者和用户具有实践指导意义,有助于理解用户需求、优化平台设计、提升用户体验,并深化应用领域。With the rise of the digital economy, generative AI technology has emerged as a frontier of innovation, exerting profound impacts on user behavior. This study, grounded in the Technology Acceptance Model and the Information System Success Theory, constructs a framework for the adoption of generative AI technology and delves into its influence on users’ intentions for production and consumption behaviors. Employing a survey methodology, the study analyzed 395 valid responses. The findings reveal that users’ digital capabilities positively affect perceived usefulness and ease of use, while platform quality enhances ease of use, thereby fostering intentions for production and consumption behaviors. Perceived usefulness serves as a mediator in the relationship between ease of use and behavioral intentions, whereas platform quality does not significantly impact perceived usefulness. This research offers a fresh perspective on generative AI technology, providing practical insights for developers, operators, and users. It aids in understanding user needs, optimizing platform design, enhancing user experiences, and fostering deeper applications across various domains.展开更多
The objective of this research is to investigate a new concept model of brand equity measurement in the economy beer industry of Thailand by using five factors of brand equity which are brand awareness, brand liking, ...The objective of this research is to investigate a new concept model of brand equity measurement in the economy beer industry of Thailand by using five factors of brand equity which are brand awareness, brand liking, brand purchase intention, brand satisfaction and brand loyalty along with the consumer behavior. The respondents are 379 males and females who have at least occasionally had a beer during the past few years. The findings show that males are more likely to drink beer regularly and in larger quantities. The average respondent seems to drink beer in order to relax and socialize at parties. Respondents recognize Leo beer more than the other two brands in this study. Descriptive statistics and statistical analysis are presented for individuals, managers, as well as for advertising and marketing professionals. Suggestions and links for personal brand building are also offered.展开更多
文摘随着数字经济的崛起,生成式AI技术成为创新前沿,对用户行为产生深远影响。本研究基于技术接受与信息系统成功理论,构建了生成式AI技术采纳框架,探讨其对用户产消行为意向的影响。采用问卷调查法进行验证,共分析395份有效问卷。研究发现,用户数字能力正向影响感知有用性和易用性,平台质量提升易用性,进而促进产消行为意向。感知有用性在易用性影响行为意向中起中介作用,而平台质量对感知有用性影响不显著。本研究为生成式AI技术提供新视角,对开发者、运营者和用户具有实践指导意义,有助于理解用户需求、优化平台设计、提升用户体验,并深化应用领域。With the rise of the digital economy, generative AI technology has emerged as a frontier of innovation, exerting profound impacts on user behavior. This study, grounded in the Technology Acceptance Model and the Information System Success Theory, constructs a framework for the adoption of generative AI technology and delves into its influence on users’ intentions for production and consumption behaviors. Employing a survey methodology, the study analyzed 395 valid responses. The findings reveal that users’ digital capabilities positively affect perceived usefulness and ease of use, while platform quality enhances ease of use, thereby fostering intentions for production and consumption behaviors. Perceived usefulness serves as a mediator in the relationship between ease of use and behavioral intentions, whereas platform quality does not significantly impact perceived usefulness. This research offers a fresh perspective on generative AI technology, providing practical insights for developers, operators, and users. It aids in understanding user needs, optimizing platform design, enhancing user experiences, and fostering deeper applications across various domains.
文摘The objective of this research is to investigate a new concept model of brand equity measurement in the economy beer industry of Thailand by using five factors of brand equity which are brand awareness, brand liking, brand purchase intention, brand satisfaction and brand loyalty along with the consumer behavior. The respondents are 379 males and females who have at least occasionally had a beer during the past few years. The findings show that males are more likely to drink beer regularly and in larger quantities. The average respondent seems to drink beer in order to relax and socialize at parties. Respondents recognize Leo beer more than the other two brands in this study. Descriptive statistics and statistical analysis are presented for individuals, managers, as well as for advertising and marketing professionals. Suggestions and links for personal brand building are also offered.
