ACCEPTANCE AND ADOPTION OF GENERATIVE AI-CREATED CONTENT AMONG THAI JEWELRY ENTREPRENEURS

Abstract

The objectives of this research were to: 1) investigate the level of acceptance of Generative AI-created content among jewelry entrepreneurs in Thailand; 2) examine the factors influencing such acceptance; and 3) elucidate the relationship between trust in Generative AI and behavioral intention to use. The Technology Acceptance Model (TAM) served as the theoretical framework, augmented by the variable of perceived trust. The sample consisted of 15 entrepreneurs and marketing managers from the Thai jewelry sector, selected via purposive sampling. Data were analyzed using descriptive statistics and Spearman’s rank correlation. The results revealed that: 1) the overall acceptance of Generative AI-created content was at a high level; 2) Perceived Usefulness had a positive and statistically significant relationship with behavioral intention at the .01 level; and 3) Perceived Trust in Generative AI exhibited a positive and statistically significant relationship with behavioral intention at the .01 level, whereas Perceived Ease of Use was correlated with behavioral intention only in specific dimensions. These findings suggest that while technical ease is important, trust in the technology's output and its tangible benefits are the primary drivers of AI adoption in the high-value jewelry industry.

Keywords: Generative AI, Technology Acceptance, Behavioral Intention, Trust, Marketing Content