# Exploring Designer Trust in Artificial Intelligence-Generated Content: TAM/TPB Model Study
## 4 Research Results
### Structural Equation Model-Based Analysis
#### 4.2.2 Results of Hypothesis Testing  
The structural relationships between latent variables and the estimated values of standardized path coefficients were computed using SPSS AMOS 21.0, as detailed in Table 5. The actual model and path coefficients obtained are depicted in Figure 2.  
In this study, the significance of path coefficients was examined using the bootstrapping method, and the results are presented in Table 4. Out of the 12 hypotheses proposed, 4 were validated, while 8 hypotheses were not supported, as illustrated in Figure 2.  
Specifically, perceived ease of use significantly influences functional risk (\(\beta\) = 0.1, t = 4.863, \(p<\) 0.05), thus supporting hypothesis H7a. Functional risk significantly affects trust (\(\beta\) = 0.13, t = 2.789, \(p<\) 0.05), confirming hypothesis H2a. Trust significantly influences behavioral intention (\(\beta\) = 0.118, t = 7.294, \(p<\) 0.05), validating hypothesis H1. Furthermore, perceived usefulness significantly impacts emotional risk (\(\beta\) = 0.11, t = 3.456, \(p<\) 0.05), thereby supporting hypothesis H6a. It is evident that when designers confront the impact of new technology on the creative industry, they still weigh the acceptance of new technology from rational, functional, and risk-control perspectives. The reasons why emotional risk and subjective norm do not significantly influence behavioral intention lie in users' lack of trust in new technology, and hesitance to change established workflow habits. Perceived usefulness and perceived ease of use fail to significantly impact behavioral intention because most users already have a preliminary understanding of AIGC, acknowledging its efficient work methods, and regarding its functional aspects as basic rather than differentiating features that attract them to use it. The lack of significant influence of perceived usefulness and subjective norm on functional \begin{table}
\begin{tabular}{l l l l l l} \hline \hline
**Code** & **Path** & \(\beta\) & **T-Value** & \(p\)**-Value** & **Outcome** \\ \hline H1 & TRU \(\rightarrow\) BI & 0.118 & 7.294 & 0.000 & Supported \\ H2a & FR \(\rightarrow\) TRU & 0.138 & 2.781 & 0.047 & Supported \\ H2b & ER \(\rightarrow\) TRU & 0.201 & 0.019 & 0.985 & Unsupported \\ H3 & PU \(\rightarrow\) TRU & 0.120 & 2.675 & 0.007 & Unsupported \\ H4 & PEOU \(\rightarrow\) TRU & 0.097 & \(-\)1.172 & 0.241 & Unsupported \\ H5 & SN \(\rightarrow\) TRU & 0.099 & 1.717 & 0.086 & Unsupported \\ H6a & PU \(\rightarrow\) FR & 0.111 & 1.005 & 0.315 & Unsupported \\ H6b & PU \(\rightarrow\) ER & 0.110 & 3.456 & 0.000 & Supported \\ H7a & PEOU \(\rightarrow\) FR & 0.100 & 4.863 & 0.000 & Supported \\ H7b & PEOU \(\rightarrow\) ER & 0.080 & \(-\)0.289 & 0.772 & Unsupported \\ H8a & SN \(\rightarrow\) FR & 0.122 & 1.101 & 0.271 & Unsupported \\ H8b & SN \(\rightarrow\) ER & 0.116 & 0.889 & 0.374 & Unsupported \\ \hline \hline \end{tabular}
\end{table} 
Table 5: Hypothesis validation results. Figure 2: The proposed conceptual model. risk is attributed to users' reluctance to adopt new technology, primarily stemming from external factors such as legal regulations, rather than being determined solely by subjective perceptions and experiences. Similarly, perceived ease of use and subjective norm fail to significantly influence emotional risk due to users' insufficient experience with new technology and the high learning costs involved. It is evident that during the early stages of AIGC development, external factors such as legal regulations and individual user experience will influence its scope of application and frequency of use. The results of the research hypothesis are shown in Figure 3.  
To gain further insights into the motivations behind designers' usage patterns, researchers randomly selected 15 interviewees for in-depth interviews. The interviews focused on the usage experience and functional improvements of AIGC.