A Composite Study of the Factors Influencing User Subscription Intention to Artificial Intelligence Generated Content - Taking ChatGPT Users as an Example -

In the rapidly evolving field of artificial intelligence generated content technology, understanding user subscription intentions is crucial for product optimization and enhancing user experience. This study focuses on analyzing how practical value and hedonic value affect the perceived usefulness and perceived ease of use of AIGC products (such as ChatGPT), and in turn, how these perceptions shape user subscription intention. To this end, an online survey was conducted on the Questionnaire Star platform, employing a Likert 5-point scale for data collection and successfully gathered 407 valid samples. The study data was analyzed using SPSS and AMOS structural equation modeling to ensure the accuracy and reliability of the results. The findings indicate that both practical value and hedonic value significantly positively impact perceived usefulness. Notably, practical value also significantly enhances perceived ease of use, thereby influencing user subscription intention. In contrast, the impact of hedonic value on perceived ease of use is not significant. A key discovery of this study is that perceived usefulness plays a more significant mediating role between practical value, hedonic value, and user subscription intention than perceived ease of use. This finding contributes significantly to our understanding of technology acceptance and user experience, highlighting the importance of balancing practical functionality and pleasurable experience in the context of AIGC technology, and the distinct roles of practical value and hedonic value in influencing user behavior.