HIGHLIGHTS
- What: This study adopts the UTAUT model, focusing specifically on the factors of perceived enjoyment, effort expectancy, and social influence. In the context of AI painting, this study focused on users` intentions to continue using AI painting tools, which represent their decision to continue using the technology after initial adoption. The study was primarily conducted in Chinese cities, where there is a higher prevalence of AI painting within the TikTok app compared to other regions. This indicates that the factor structure utilized in this study is suitable for examining the research objectives.
- Who: Xiaofan Yu . . .
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