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Examining the impact of big five personality traits on generation Z designers’ subscription to paid AI drawing tools using SEM and FsQCA
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Journal Article
Examining the impact of big five personality traits on generation Z designers’ subscription to paid AI drawing tools using SEM and FsQCA
2025
Overview
With the rapid advancement of artificial intelligence (AI) technologies, AI has evolved from an exploratory technology into a critical component of the design process. This study develops an extended model utilizing the Big Five Personality (BFP) framework, the Technology Acceptance Model (TAM), and Perceived Risk Theory (PRT) to examine the influence of BFP traits on Generation Z designers’ willingness to subscribe to paid AI drawing tools. Structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) were employed to analyze data from 477 valid responses. The SEM results demonstrate that Openness (OPE) and Extraversion (EXT) positively affect Perceived Ease of Use (PEU) and Willingness to Pay for Subscription (WPS), while negatively influencing Perceived Risk (PR). EXT and Agreeableness (AGR) enhance Perceived Usefulness (PU). Neuroticism (NEU) adversely affects PU, PEU, and WPS but enhances PR. Moreover, WPS is positively affected by PEU and PU, yet negatively by PR, with PEU, PU, and PR acting as mediators in certain paths. The fsQCA findings exhibit the complex interplay of BFP traits, revealing four configurations that influence WPS among Generation Z designers, distinctly contrasting with the SEM results. This research systematically explores for the first time the impact of personality traits on technology acceptance behaviors among Generation Z designers, contributing theoretical developments and fresh insights into personality psychology and technology acceptance studies. It also offers practical implications for technology development, marketing, education, and human resource management.
Publisher
Nature Publishing Group UK,Nature Publishing Group,Nature Portfolio
Subject
