The Impact of Designers' Satisfaction with Generative Artificial Intelligence (AIGC) Use on Their Intention to Continue Usage

Along with the potential of artificial intelligence in the design field in the era of the 4th industrial revolution, the use of AIGC tools is gradually expanding. Therefore, the purpose of this study is to analyze the effect of the use of AIGC tools in the design field on the designer's satisfaction and continuous use intention based on the technology acceptance model (TAM). Literature analysis and case analysis were used as research methods, and a survey was conducted on designers using AIGC. As a result of the study, it was found that perceived usefulness and aesthetics significantly improved user satisfaction. However, the perceived ease of use and playability have a relatively weak effect on satisfaction and intention to use, and it was found that functionality and visual attractiveness increase the influence compared to the simplicity and playability of manipulation in the designer's work scenario. Therefore, it was suggested that it is important to improve the practicality and aesthetics of AIGC tools to increase designer satisfaction and intention to continue using in the future.