The Journal for Information Professionals
Asia Pacific Journal of Information Systems (APJIS), a Scopus and ABDC indexed journal, is a
flagship journal of the information systems (IS) field in the Asia Pacific region.
ISSN 2288-5404 (Print) / ISSN 2288-6818 (Online)
Editor : Youngsok Bang
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Current Issue
| Date | September 2026 |
|---|---|
| Vol. No. | Vol. 36 No. 3 |
| DOI | https://doi.org/10.14329/apjis.2026.36.3.534 |
| Page | 534~567 |
| Title | Understanding the Role of Generative AI Literacy in Value-Based Adoption |
| Author | Hwan-Ho Noh, Warren B. Chik, Beomsoo Kim |
| Keyword | Generative AI, AI Literacy, Value-Based Adoption, User Evaluation, Perceived Value, Technology Adoption |
| Abstract | This study examines how generative AI literacy influences users’ intentions to use generative AI through value-based evaluation processes. Conceptualizing AI literacy as a multidimensional capability comprising utilization ability, critical evaluation, ethical use, and creative utilization, the study proposes that literacy affects behavioral intention indirectly by shaping benefit-based (perceived usefulness, hedonic motivation) and cost-based (effort expectancy, performance risk) evaluations, which are subsequently integrated into perceived value. Using survey data from users with prior experience with generative AI and structural equation modeling, the results show that AI literacy exerts differentiated effects rather than uniformly enhancing positive perceptions. Utilization ability and creative utilization increase perceived benefits, whereas critical evaluation reduces perceived benefits and increases perceived risk. Ethical use primarily reduces perceived risk. Perceived usefulness and hedonic motivation strongly increased perceived value, whereas effort expectancy had a weak negative effect. Notably, performance risk positively influenced perceived value, suggesting that among experienced generative AI users, risk awareness may reflect a more informed and manageable evaluation process rather than a purely avoidance- oriented response. Perceived value, in turn, strongly predicted the intention to use. These findings demonstrate the predictive validity of generative AI literacy and highlight its role in shaping user evaluations and adoption decisions. |
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