Journeying Alongside Generative AI: Integrating Perspectives from Vicarious Learning and Cognitive Load Theory

This research investigates the dual impact (both positive and negative) of Generative AI (GAI) on knowledge workers as an important strategic and task support tool. It explores the bright and dark sides of GAI's information affordances and their effects on user behavior, contributing to the field of information management. By revealing these aspects, the study explains cognitive mechanisms behind user self-efficacy and purchase intentions. Using a sequential mixed-method approach, it integrates IT affordance theory, vicarious learning theory, and cognitive load theory to develop a theoretical framework for understanding GAI's information capabilities. The results aim to explain how businesses can enhance economic value through GAI usage by boosting user self-efficacy, guiding GAI developers in prioritizing aspects of information affordance in GAI design.