The impact of generative artificial intelligence voiceover technology on user viewing behavioral intentions for short video film and television commentary on short video platforms

With the rapid development of the short video industry and continuous advancements in artificial intelligence technology, the application of generative artificial intelligence (AIGC) in video content creation has become increasingly widespread. Particularly in short videos that provide commentary on films and television, the use of AI-generated synthetic voice-over technology has garnered significant attention. Grounded in the Technology Acceptance Model (TAM), this study investigates whether perceived ease of use, perceived usefulness, perceived enjoyment, and community influence are significant positive factors affecting users' attitudes and behavioral intentions towards watching short videos on these platforms. Additionally, the study examines the impact of user attitudes on behavioral intentions. The findings offer valuable insights for short video platform operators and content creators, and also hold substantial significance for promoting the application of AI technology in the media industry.