解析用户在AIGC平台间多栖使用的心理机制
From Trait to Behavior: A Cognitive-Affective Personality System (CAPS) Perspective on Multi-Homing Intention in AIGC Platforms
- 基于人格特质-感知-行为框架，构建三阶段中介模型
- 感知互补性与认知价值是推动多平台使用的关键
- 适合研究用户行为、平台设计及心理动机的学者
随着人工智能生成内容（AIGC）平台的快速发展，用户表现出明显的跨平台使用倾向。现有研究多聚焦于单平台采纳与使用意图，缺乏对跨平台使用行为的理论解释。本文基于人格特质-感知-行为反应框架，构建并验证了一个三阶段多重中介模型，整合最优刺激水平（OSL）理论、互补性理论与感知价值理论，以社会影响和使用体验为控制变量，考察用户多栖使用意图。结果显示：(a) OSL显著提升用户感知互补性；(b) 感知互补性正向影响感知认知价值；(c) 感知认知价值显著正向预测多栖使用意图；(d) OSL通过感知互补性与感知认知价值的链式中介路径影响多栖使用意图；(e) 社会影响对多栖使用意图有显著正向作用，而使用体验无显著影响。
原文摘要 · Abstract (English)
With the rapid development of Artificial Intelligence Generated Content (AIGC) platforms, users increasingly show cross-platform usage intentions. Existing research focuses on adoption and usage intentions in single-platform AIGC contexts. A theoretical gap still exists in studies on cross-platform usage. This paper constructs and verifies a three-stage multiple mediation model based on the personality trait-perception-behavioral response framework. The model integrates the optimum stimulation level (OSL) theory, complementarity theory, and perceived value theory, and it sets social influence and use experience as control variables to examine users' multi-homing intention. The results show that: (a) OSL significantly enhances users' perceived complementarity; (b) perceived complementarity positively affects perceived epistemic value; (c) perceived epistemic value significantly and positively predicts multi-homing intention; (d) OSL influences multi-homing intention through a chain mediation path of perceived complementarity and perceived epistemic value; and (e) social influence has a significant positive effect on multi-homing intention, while the effect of use experience is not significant.
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