Measuring designers ‘use of Midjourney on the Technology Acceptance Model

Authors

Shuhan Shen, Shanghai Jiao Tong University, China
Yuetong Chen, Shanghai Jiao Tong University, Shanghai, China
Min Hua, Shanghai Jiao Tong University, China
Mai Ye, Shanghai Jiao Tong University, Shanghai, China

Abstract

The study uses Technology Acceptance Model (TAM) to gain insights into user reaction to the new Midjourney model. While earlier studies had applied the TAM model to different applications, the TAM framework has not been used in AI-Generated Content applications like Midjourney. The study aims to analyse the relationship between the variables of TAM including Image, Perceived Ease of Use, Perceived Usefulness, Attitude, Behaviour Intention and Actual Use. The participants include 100 designers in which 60 of them have used Midjourney before. The results reveal a strong positive correlation between the actual use of Midjourney and the Perceived Ease of Use, Perceived Usefulness, Attitude, and Behaviour Intention. In addition, the results suggest that Midjourney can be used in design education, and it has a positive influence on creativity.

Keywords

Midjourney, Technology Acceptance Model, Design Creativity, Education

DOI

https://doi.org/10.21606/iasdr.2023.794

Citation

Shen, S., Chen, Y., Hua, M.,and Ye, M.(2023) Measuring designers ‘use of Midjourney on the Technology Acceptance Model, in De Sainz Molestina, D., Galluzzo, L., Rizzo, F., Spallazzo, D. (eds.), IASDR 2023: Life-Changing Design, 9-13 October, Milan, Italy. https://doi.org/10.21606/iasdr.2023.794

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

Conference Track

shortpapers