Examining perceived generative AI valence on social media and its implications on generative AI attitudes and uses among young adults. A cross-national comparison

Abstract Purpose The adoption and use of generative AI (GAI) have grown rapidly among young adults around the world. Grounded in technology adoption and attitude-behavior theories, this study investigates how the perceived valence of generative AI on social media shapes young adults’ intentions to use generative AI across four societies while also examining the mediating roles of perceived usefulness and general attitudes. Methodology Cross-national surveys were conducted among individuals aged 18–24 across four societies: Austria, Serbia, Indonesia, and Hong Kong, China ( N = 2,144). Findings A moderated mediation analysis revealed that perceived usefulness and positive attitudes toward generative AI significantly mediated the relationship between perceived valence and use intention, aligning with theoretical expectations. However, the direct relationship between perceived valence and use intention was significant only in Indonesia and Hong Kong, and not in Austria and Serbia. Furthermore, the influence of perceived valence on positive attitudes was stronger in the two Asian societies compared to the European ones. Practical/social implications These findings underscore the potentially critical role of cultural context in shaping young people’s perceptions and adoption of GAI. The results have important implications for the development and promotion of GAI technologies across different societal and cultural settings. Originality/value The cross-national study examines societies that have been under-researched in the literature on GAI attitudes and adoption.