How did the Intelligent Search Engine Become Popular Among Chinese Residents Since the Emergence of Deepseek?

This study, based on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), combined with the Stimulus-Organism-Response (SOR) theoretical framework, explores the influencing factors and promotion mechanisms for the popularization of “Deepseek” intelligent search engines in China. Through a questionnaire survey, 343 valid samples were collected, and the structural equation model (SEM) was used for data analysis, verifying 8 out of 10 research hypotheses. Perceived usefulness (PU) and perceived ease of use (PEOU) significantly and positively influence the intention to use, indicating that users' cognition of the functional value and operational convenience of AI search engines is a key driving factor. Subjective norms (SN) directly promote the intention to use but do not indirectly affect it through perceived usefulness, suggesting that the influence of the social environment stems more from irrational paths (such as group atmosphere infection). Perceived behavioral control indirectly enhances the intention to use by improving perceived ease of use and usefulness, highlighting the importance of users' own abilities and device support. Perceived playfulness only indirectly affects the intention to use through perceived usefulness and has no significant effect on ease of use, possibly because the entertainment function increases operational complexity. Technological facilitation has a significant positive impact on both perceived usefulness and ease of use, indicating that the optimization of technical performance (such as interaction efficiency and powerful functions) is the core for enhancing user experience.