Mindfulness and AI adoption: extending the technology acceptance model for Chinese media students

Introduction Media students' acceptance and use of intelligent technology requires not only external environmental support but also the stimulation of internal driving forces. This study incorporates mindfulness into the classical Technology Acceptance Model (TAM) to investigate its role in shaping students' perceptions and behavioral intentions toward artificial intelligence (AI) tools. Specifically, the research examines: (1) the impact of mindfulness on media students' perceptions of AI technology; (2) the influence of mindfulness on their continuous intention to use AI technology; and (3) the moderating effect of perceived risk on the intention to adopt AI tools. Methods Based on a conceptual model integrating mindfulness with TAM, this study conducted an offline questionnaire survey among 588 media students. The data were analyzed using SmartPLS and SPSS to test the structural equation modeling and moderating effects. Results The findings revealed three key outcomes. First, mindfulness exerts a significant, direct, and positive influence on personal innovativeness (PI), perceived usefulness (PU), and perceived ease of use (PEU). Second, PI functions as a mediating variable in the relationship between mindfulness and AI-based behavioral intention (AIBI). Third, perceived risk (PR) significantly weakens the relationships between PI, PU, and AIBI. Discussion This study demonstrates that mindfulness enhances media students' intention to adopt AI tools by strengthening their perceptions of usefulness, ease of use, and personal innovativeness. However, perceived risk undermines these positive effects. By integrating mindfulness into the Technology Acceptance Model (TAM), this research extends the theoretical understanding of AI technology acceptance and provides practical insights for media education. The findings highlight that embedding mindfulness training and reducing perceived risks can effectively foster rational acceptance and the innovative application of AI tools, thereby contributing to the cultivation of intelligent media talent.