The Effects of Digital Self-Efficacy, Perceived Benefits of AI and Social Capital on Attitude toward Generative AI Tools: A Moderated Mediation Model

Abstract

With the huge popularity of generative Artificial Intelligence (AI) tools utilized to search for information (e.g., ChatGPT, Google Gemini, etc.), they have recently increased the power of consumer marketing and the effectiveness of customer service. The present research aims to explore the factors influencing the individuals’ attitudes toward the generative AI tools. Specifically, we first examine whether individuals’ digital self-efficacy and perceived benefits of AI affect their attitudes toward the generative AI tools. Second, we examine whether the digital self-efficacy influences the attitude toward the generative AI tools via the perceived benefits of AI. Third, we examine whether the mediation effect of the perceived benefits of AI on the relationship between the digital self-efficacy and attitude toward the generative AI tools is moderated by two types of social capital—bonding social capital and bridging social capital, respectively. To answer the research questions, we conducted some statistical analyses (i.e., hierarchical multiple regression analysis, mediation analysis, and moderated mediation analysis) using the Koreans who were aware of the generative AI tools (N = 3,564). The results indicate that (1) the digital self-efficacy as well as the perceived benefits of AI are positively associated with the attitude toward the generative AI tools; (2) the digital self-efficacy impacts the attitude toward the generative AI tools via the perceived benefits of AI; and (3) the indirect effect of the digital self-efficacy on the attitude toward the generative AI tools, via the perceived benefits of AI, is weaker at a high (vs. low) level of social capital. The findings provide important implications to enhance the individuals’ attitudes toward the generative AI tools.