Proceedings of the 2025 11th International Conference on Humanities and Social Science Research（ICHSSR 2025)

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Research on the Influencing Factors of Behavioral Intention to Use Generative AI in Search Engines

Authors
Xi Chen1, *
1School of Journalism and Communication, Wuhan University, Wuhan, Hubei, 430000, China
*Corresponding author. Email: 2023301031022@whu.edu.cn
Corresponding Author
Xi Chen
Available Online 10 July 2025.
DOI
10.2991/978-2-38476-440-2_129How to use a DOI?
Keywords
Generative AI in Search Engines; Behavioral Intention; Perceived Benefits; Perceived Risk
Abstract

As generative AI technology becomes more widely used in search engines, users’ acceptance of it shows significant differences. This study explores the core factors that influence consumers’ propensity to utilize it the Technology Acceptance Model (TAM) states. The findings indicate that technical task fit and perceived ease of use drive behavioral intention through the mediating variable (perceived benefits), while privacy concerns only have a significant negative impact on the highly sensitive user group (β = -0.18, p < 0.05); information overload’s inhibitory effect was not statistically significant (p = 0.12). The conclusion shows that search engine companies need to prioritize the optimization of the accuracy and interactive friendliness of generative AI, and reduce user risk perception through a transparent information processing mechanism, providing empirical evidence for technology iteration and policy supervision. At the same time, search engine companies also need to optimize the quality of generated results, improve user retrieval efficiency, and enhance user satisfaction.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 11th International Conference on Humanities and Social Science Research（ICHSSR 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
10 July 2025
ISBN
978-2-38476-440-2
ISSN
2352-5398
DOI
10.2991/978-2-38476-440-2_129How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Xi Chen
PY  - 2025
DA  - 2025/07/10
TI  - Research on the Influencing Factors of Behavioral Intention to Use Generative AI in Search Engines
BT  - Proceedings of the 2025 11th International Conference on Humanities and Social Science Research（ICHSSR 2025)
PB  - Atlantis Press
SP  - 1136
EP  - 1149
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-440-2_129
DO  - 10.2991/978-2-38476-440-2_129
ID  - Chen2025
ER  -