Abstracts
Abstract
This study proposes a hypothetical model combining the unified theory of acceptance and use of technology (UTAUT) with self-determination theory (SDT) to explore design professionals’ behavioral intentions to use artificial intelligence (AI) tools. Moreover, it incorporates job replacement (JR) as a moderating role. Chinese-speaking design professionals in regions influenced by Confucian culture were surveyed. An analysis of 565 valid cases with AMOS (Analysis of Moment Structures) supported the structural model hypothesis. The model explains 52.1% of the variance in behavioral intention to use (BIU), proving its effectiveness in explaining these variances. The results further validate the importance of performance expectancy (PE) over effort expectancy (EE) in influencing BIU. Additionally, it has been shown that the impact on intrinsic motivation (IM) and extrinsic motivation (EM) can be either amplified or diminished by anxiety about JR. For individuals experiencing higher levels of JR anxiety, there is a marked increase in IM. They may perceive adopting AI tools as an opportunity to enhance their skills and job security. Conversely, this anxiety also significantly boosts EM, as the potential for improved efficiency and productivity with AI use becomes a compelling incentive. These findings suggest new paths for academic researchers to explore the psychological impacts of AI on design professionals’ roles. For practitioners, especially in human resources and organizational development, understanding these dynamics can guide the creation of training programs that address job replacement anxiety.
Keywords:
- unified theory of acceptance and use of technology,
- UTAUT,
- self-determination theory,
- generative artificial intelligence,
- GenAI,
- job replacement,
- performance expectancy
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Appendices
Biographical note
Hsi-Hsun Yang received his Ph.D. degree in the Graduate School of Engineering Science and Technology from the National Yunlin University of Science and Technology (YunTech) in 2009. He is now an Associate Professor of the Department of Digital Media Design, National Yunlin University of Science and Technology. He has utilized VR, digital game, game-based learning, MOOC, and AI applications in education or board games to investigate issues with a focus on students' learning motivation and behaviors.
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