Construct reliability and convergent validity.

AI-Generated Content (AIGC) tools have rapidly emerged in the field of apparel design in recent years, but how designers adopt these tools and the psychological mechanisms behind them are unclear. This study constructs a model based on the stimulus-organism-response (S-O-R) theory, aiming to reveal how external stimulus variables (perceived content quality (PCQ), personalized fit (PF), industry pressure (IP), perceived technological risk (PTR)) are adopted through psychological state variables (self-efficacy (SE), innovativeness (INN), and task technology fit (TTF)) influence apparel designers’ AIGC adoption intentions. Based on the questionnaire data of 267 Chinese fashion designers, partial least squares structural equation modeling (PLS-SEM) was used for empirical analysis. The results showed that: PCQ and PF significantly enhanced SE and TTF, while PTR significantly inhibited the above psychological mechanisms; SE, INN, and TTF positively influenced adoption intention, with TTF having the most significant effect, and IP did not show a significant effect. The findings not only validate the applicability of the S-O-R theory in creative technology adoption, but also emphasize the key role of TTF matching and psychological-cognitive factors in promoting the application of AIGC tools, providing theoretical support and practical insights for subsequent tool optimization and user guidance.

近年来，AI生成内容（AI-Generated Content，AIGC）工具在服装设计领域快速崛起，但设计师对这类工具的采纳路径及其背后的心理机制仍不明晰。本研究基于刺激-机体-反应（stimulus-organism-response，S-O-R）理论构建研究模型，旨在揭示外部刺激变量——感知内容质量（perceived content quality，PCQ）、个性化适配度（personalized fit，PF）、行业压力（industry pressure，IP）、感知技术风险（perceived technological risk，PTR）——如何通过自我效能感（self-efficacy，SE）、创新性（innovativeness，INN）与任务技术适配度（task technology fit，TTF）三类心理状态变量，影响服装设计师对AIGC工具的采纳意向。本研究基于267名中国时装设计师的问卷数据，采用偏最小二乘结构方程建模（partial least squares structural equation modeling，PLS-SEM）开展实证分析。结果显示：感知内容质量与个性化适配度可显著提升设计师的自我效能感与任务技术适配度，而感知技术风险则显著抑制上述心理机制；自我效能感、创新性及任务技术适配度均对采纳意向产生正向影响，其中任务技术适配度的影响最为显著，行业压力未表现出显著作用。本研究结论不仅验证了刺激-机体-反应理论在创意技术采纳场景中的适用性，更强调了任务技术适配匹配与心理认知因素在推动AIGC工具应用中的关键角色，可为后续工具优化与用户引导提供理论支撑与实践启示。