Research on designers’ behavioral intention toward Artificial Intelligence-Aided Design: integrating the Theory of Planned Behavior and the Technology Acceptance Model
Open accessAbstract
Artificial Intelligence-Aided Design (AIAD) has numerous advantages and tremendous benefits for designers. However, not all designers are keen to integrate AIAD into their workflow, and their intention to use AIAD remains a research gap. This study explores designers’ adoption of AIAD, utilizing the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM). Drawing on extant literature, we proposed a research model and tested it using data from 392 Chinese designers. The results indicate that in terms of AIAD, (a) designers’ attitudes toward AIAD (b = 0.259, p < 0.001), subjective norms (b = 0.363, p < 0.001), and perceived behavioral control (b = 0.556, p < 0.001) have significant and positive impacts on their intention to use AIAD; (b) perceived usefulness of AIAD (b = 0.910, p < 0.001) has a positive and significant correlation with attitudes toward AIAD while perceived ease of use (b = −0.126, p < 0.05) exerts no significant impact on attitudes; (c) the knowledge level of designers (b = −0.149, p < 0.01) has a negative moderating effect on the impact of attitudes toward AIAD on the intention to use them. The present research then discusses its practical significance.
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When consumers view AI technology favorably, engagement and trust can rise if the technology is adopted in a thoughtful and transparent way.
“These theories suggest that positive consumer attitudes towards AI technology can enhance engagement and trust, provided that the technology is integrated thoughtfully and transparently (Jiao & Cao, 2024).”
From How AI-Generated Images Impact Consumer Perceptions and Brand Identity (2025) · cites this paper as Jiao & Cao, 2024
The Discussion (TPB explains the intention to use AIAD; page unavailable) finds that designers’ positive attitudes correlate with their intention to use AI-aided design tools. The Practical implications section (page unavailable) suggests that making those tools transparent and explainable can improve designers’ trust and acceptance. The paper does not establish that positive consumer attitudes increase engagement or trust, or test thoughtful, transparent integration as a condition for that effect. (LLM, conf=0.85)
Experimental — accuracy not yet measuredHow consumers feel about AI-generated images depends on how easy they find them to use, how useful they seem, and their sense of behavioral control.
“Applying theories such as the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) reveals that consumer attitudes towards AI-generated images are influenced by perceived ease of use, perceived usefulness, and perceived behavioral control.”
From How AI-Generated Images Impact Consumer Perceptions and Brand Identity (2025) · cites this paper as Jiao & Cao, 2024
The Findings > Structural model section (page not provided) supports an association between perceived usefulness and designers’ attitudes toward AI-aided design. It does not support the full claim: perceived ease of use was not significantly associated with attitudes, and perceived behavioral control was associated with intention to use the tools, not attitudes. The study concerns designers using AI-aided design tools, not consumers’ attitudes toward AI-generated images. (LLM, conf=0.89)
Experimental — accuracy not yet measuredPerceived behavioral control is a construct of the Theory of Planned Behavior and has been found to be statistically significant in the intention to use AI among program designers and higher educators.
“Perceived behavioral control is a construct of the Theory of Planned Behavior and has been found to be statistically significant in the intention to use AI among program designers and higher educators (Ivanov et al., 2024;Jiao & Cao, 2024).”
From Into the Unknown: AI Adoption and Job Satisfaction of Christian Faculty (2026) · cites this paper as Jiao & Cao, 2024
The TPB literature-review section identifies perceived behavioral control as a TPB construct. The Findings (Structural model; page unavailable) report a significant positive association with intention to use AI-aided design (b = 0.556, p < 0.001). However, the Methods (Participants; page unavailable) describe art-and-design students and design practitioners, not specifically program designers or higher educators; this paper does not support those population labels. (LLM, conf=0.86)
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- Authors
- Jiao, J., & Cao, X.
- Affiliations
- Guilin University of Electronic Technology (CN)
- Corresponding author
- Cao, Xiangnan
- Venue
- Frontiers in Psychology
- Publisher
- Frontiers Media SA
- Published
- 2024-09-16
- Volume
- 15
- Pages
- 1450717-1450717
- ISSN
- 1664-1078 (ISSN-L)
- PMC
- PMC11439648
- OpenAlex
- W4402808144
- Cited by
- 37
- References
- 82
- Citations by year
- 2026: 22 · 2025: 15
- FWCI
- 13.81
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Licence
- Locations
- Frontiers in Psychology (publishedVersion, cc-by)
- PubMed Central (publishedVersion, cc-by)
- PubMed (publishedVersion)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Physical Sciences › Computer Science › Human-Computer Interaction › Innovative Human-Technology Interaction
- Physical Sciences › Computer Science › Computer Graphics and Computer-Aided Design › Digital Media and Visual Art
- Keywords
- designers, behavioral intention, technology adoption, theory of planned behavior, technology acceptance model, perceived usefulness, perceived ease of use, attitudes toward AI, subjective norms, perceived behavioral control, design knowledge, moderating effect
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