Not Just About the Tech: Why Viewers Accept or Reject AI-Generated Dramas

초록

With the rise of short-form content and the growing integration of generative AI (Artificial Intelligence Generated Content, AIGC) technologies in drama production, this study extends the AI Device Use Acceptance (AIDUA) model to examine the factors influencing acceptance and rejection of AIGC dramas based on Chinese traditional mythology. Drawing on survey data from 528 Chinese viewers and employing structural equation modeling, the study identifies six key factors—social influence, hedonic motivation, perceived anthropomorphism, artistic quality, novelty, and cultural traditionality—as significant predictors of performance expectancy. Emotional responses, shaped by performance expectancy, were found to differentially influence acceptance and rejection intentions. The findings underscore the importance of emotional appraisal in user responses to AIGC content and provide empirical insights for the digital transformation of traditional intellectual property (IP) and the strategic planning of culturally resonant AIgenerated content.

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