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This study extends the Technology Acceptance Model (TAM) by integrating utopian and dystopian perspectives, utilitarian and hedonic values, trust, and AI literacy to examine acceptance of Generative AI (GAI). Using data from 400 South Korean users analyzed through PLS-SEM, the results identify the utopian perspective as the dominant driver of adoption, exerting both direct and indirect effects on behavioral intention via perceived ease of use (PEOU) and trust, whereas the dystopian perspective shows no significant influence. While utilitarian value positively predicts behavioral intention, hedonic value exhibits a negative direct effect, highlighting a tension between experiential enjoyment and sustained adoption. Notably, perceived usefulness (PU) does not directly influence intention, underscoring the limited explanatory power of efficiency-based evaluations in early-stage adoption. Trust and PEOU emerge as central mediators in the acceptance process. Furthermore, AI literacy directly enhances GAI acceptance and moderates value-based pathways: users with lower literacy rely more heavily on utopian expectations, whereas higher literacy amplifies the positive influence of hedonic value. Overall, these findings extend TAM by incorporating sociocultural perspectives and user competencies, offering insights for trust-building strategies and literacy-sensitive design in the Korean context.
Kim et al. (Fri,) studied this question.