Explore the Fashion Industry's Behavioral Intention to Use Artificial Intelligence Generated Content Tools Based on the UTAUT Model

Artificial intelligence generated content (AIGC) technology has brought challenges and opportunities for the fashion industry. However, the factors influencing the willingness of fashion industry practitioners to use AIGC tools remain unclear. This study expands the unified theory of acceptance and use of technology (UTAUT) model by incorporating the concepts of commercial value and perceived risk, and it builds a quantitative model on this basis. Data from 386 participants in the fashion industry were collected and analyzed using structural equations. The results show that most of the influencing factors proposed in the extending UTAUT model apply to the use of the AIGC tool in the fashion industry. Specifically, performance expectancy, effort expectation, social influence, facilitating conditions, and commercial value can positively and significantly impact behavioral intention. Perceived risk can negatively and significantly impact behavioral intention. The correlation between job responsibilities and creativity and the years of working can significantly interfere with the effect of intention to use AIGC tools.