Exploring Designer Trust in Artificial Intelligence-Generated Content: TAM/TPB Model Study

Traditionally, users have perceived that only manual laborers or those in repetitive jobs would be subject to technological substitution. However, with the emergence of technologies like Midjourney, ChatGPT, and Notion AI, known as Artificial Intelligence-Generated Content (AIGC), we have come to realize that cognitive laborers, particularly creative designers, also face similar professional challenges. Yet, there has been relatively little research analyzing the acceptance and trust of artificial intelligence from the perspective of designers. This study integrates the TAM/TPB behavioral measurement model, incorporating intrinsic characteristics of designers, to delineate their perceived risks of AIGC into functional and emotional dimensions. It explores how these perceived characteristics, risks, and trust influence designers’ behavioral intentions, employing structural equation modeling for validation. The findings reveal the following: (1) designer trust is the primary factor influencing their behavioral choices; (2) different dimensions of perceived risks have varying degrees of impact on trust, with functional risks significantly positively affecting trust compared to emotional risks; (3) only by enhancing the transparency and credibility of Artificial Intelligence-Generated Content (AIGC) can the perceived characteristics of designers be elevated; and (4) only by effectively safeguarding designers’ legitimate rights and interests can perceived risks be significantly reduced, thereby enhancing trust and subsequently prompting actual behavioral intentions. This study not only enhances the applicability and suitability of AIGC across various industries but also provides evidence for the feasibility of intelligent design in the creative design industry, facilitating the transition of AIGC to Artificial Intelligence-Generated Design (AIGD) for industrial upgrading.