Among 496 Arabian users, intention to use GenAI for media content creation was most strongly driven by hedonic motivation alongside performance expectancy and other UTAUT2 factors, and actual use was positively driven by facilitating conditions, habit, trust and intention.
A November 2024 peer-reviewed study investigated why Arabian users adopt generative AI for media content creation, using UTAUT2 to survey 496 users and test links to behavioural intention and user behaviour with PLS-SEM.
- Impact 30%
- 49
- Evidence 25%
- 95
- Scale 20%
- 35
- Confidence 15%
- 87
- Recency 10%
- 84
Updated Jul 19, 2026 · TRV-2026-0280
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