Art and design teachers’ acceptance of AI-generated content for assisted tutoring: an extended TAM-TPACK framework

AI-generated content (AIGC) is disrupting, inventing art and design education models as we speak, but we do not know the factors that influence art and design teachers to use AIGC to teach. This paper is based on the Technology Acceptance Model (TAM) and also incorporates the Technological Pedagogical and Content Knowledge (TPACK) model. It examines how individuals’ and external environment affect their perceived usefulness, perceived ease of use and behavioral intention. We have data from 387 art and design teachers from mainland China collected through a questionnaire, and analyze the data using SEM. From the results, it is shown that AI self-efficacy and TPACK both improve the behavioral intention by perceived usefulness and perceived ease of use Facilitating conditions, social influence have positive effects on perceived usefulness, perceived ease of use and behavioral intention. In theory, the aim of this study is to discover how art and design teachers adopt technology. In practical application, it indicates transform to human-computer collaboration teaching way to set up long-term teaching system. Institutional administrators, businesses, and society, all of which are encouraged to form a full support system with “technological support, institutional guarantee, and a good atmosphere”.