Exploring the Drivers of Content Entrepreneurs’ Compliance with Generative AI Policies: A Mixed-Methods Approach

Social media-based content entrepreneurship is evolving rapidly and emerging as a significant and growing form of employment. Generative AI (GenAI) offers content entrepreneurs a powerful tool for content creation; however, the technology can be abused to produce deepfakes, rumors, plagiarism, and other injurious content. This triggers value co-destruction across the creator economy and society, making it particularly crucial to enhance content entrepreneurs’ compliance with GenAI policies. Aiming to develop an effective governance framework, this study adopts a mixed-methods approach, beginning with exploratory interviews to uncover factors affecting GenAI policy compliance intention. Subsequently, it employs confirmatory quantitative research with a survey to validate the proposed research model. The results indicate that both the deterrence triad (i.e., perceived sanction certainty, severity, and celerity) and perceived social norm strengthen GenAI policy compliance intention. Meanwhile, perceived social norm weakens the impact of perceived sanction certainty on policy compliance intention. Furthermore, peer communication enhances policy compliance intention by increasing perceptions of sanction certainty and celerity as well as social norm. These findings contribute to the sustainable development of content entrepreneurship and effective GenAI governance, fostering a symbiotic creator economy.