How perceived value and quality influence adoption of AI-generated educational video for children’s safety clothing: The roles of attitude, self-efficacy, and sense of safety

This study builds and tests a model of AI-generated educational video adoption for children’s safety clothing. The model proposes perceived value and perceived quality as key antecedents, attitude, and self-efficacy as mediating variables, and a sense of safety as a direct predictor of adoption. The model highlights how perceived value and quality are linked to adoption through attitude, self-efficacy, and sense of safety. Using survey data collected from 300 kindergarten and elementary school teachers in the Republic of Korea and analyzed through partial least squares structural equation modeling (PLS-SEM), the findings show that both perceived value and perceived quality positively influence attitude toward AI-generated safety educational video and self-efficacy. In turn, attitude and self-efficacy positively influence the sense of safety which strongly drives the adoption of AI-generated safety educational videos. This study makes contributions to the body of knowledge in the researches on consumer behavior related to the AI generated safety educational video by identifying the unique roles of attitude, self-efficacy, and sense of safety as key variables in explaining the adoption of AI-generated educational video for children’s safety clothing.