Exploring Factors Influencing Word-of-Mouth Intentions for AI Profile Picture Generation Services: Evidence from the TAM, Self-Presentation Theory, and Perceived Risk Theory

As generative artificial intelligence (AI) technologies continue to develop rapidly, this research focused on exploring the factors affecting users’ word-of-mouth (WOM) intentions of AI profile picture generation services. Specifically, a model was constructed based on the technology acceptance model (TAM), self-presentation theory, and perceived risk theory. Subsequently, the model was examined via the analysis of survey-based data from 312 Korean AI profile picture generation service users. The outcomes indicated that online self-presentation desire positively affected perceived usefulness (PU). Also, PU and perceived ease of use (PEU) were positively associated with attitude, which in turn positively affected the WOM intention. However, the effects of online self-presentation desire and perceived risk on attitude and the influence of PEU on PU are found to be insignificant. Consequently, this research is one of the first studies identifying factors affecting WOM intention of AI-profile generation services.