What Drives Designers' Continuance Intention of AIGC to Enhance Creative Ideation in Product Conceptualization?

With the continuous advancement of Generative Artificial Intelligence Content(AIGC) technology, the application of AIGC drawing tools in product design has shown great potential, and utilizing them to foster creativity generation has become a common method in design innovation.However, the willingness of designers to continue using this technology and the key factors influencing their decisions still require further in-depth research.Based on this, this study establishes a theoretical model for the continuance intention of AIGC drawing tools in fostering creativity generation, integrating the Diffusion of Innovation Theory (DIT) and the Expectation Confirmation Model of IS Continuance (ECM-ISC).Through empirical analysis of 423 valid data points and the application of the PLS-SEM structural equation model, we explored various factors influencing designers' continuance intention and the underlying reasons.The results indicate that satisfaction is the most significant positive factor affecting continued use intention, while perceived usefulness and task technology fit also have a significant positive impact on continuance intention. However, self-efficacy and subjective norm have no significant impact on continuance intention.This study provides important theoretical and practical guidance for the application of AIGC technology in the design field and offers profound insights into the development of design creativity and technology.