How AI Literacy Affects the Intention to Use AIGC: An Empirical TAM-Based Study

In the contemporary digital and intelligent society, the accelerated evolution of Artificial Intelligence-Generated Content (AIGC) technology is profoundly transforming a multitude of industries. Nevertheless, there is a notable discrepancy between the public's awareness and acceptance of AIGC, which is largely contingent upon individual AI literacy. This study, which is based on the Technology Acceptance Model (TAM), explores the impact of AI literacy on the intention to use AIGC, with a particular focus on the mediating roles of Perceived Usefulness and Perceived Ease of Use. The results of the regression analysis and structural equation modelling (SEM), based on 630 valid questionnaires, demonstrate that AI literacy has a significant positive influence on Perceived Usefulness and Perceived Ease of Use, which in turn have a positive impact on wanting to use AIGC. Perceived Usefulness and Perceived Ease of Use act as partial mediators between AI literacy and intention to use AIGC. This work provides theoretical support for the widespread adoption of AIGC and offers practical guidance for businesses and policymakers to improve public AI literacy.