Abstract

This study was conducted to analyze the factors of Innovation Diffusion Theory (IDT) that influence the intention to use generative AI in library practice and to identify the mediating effect of acceptance attitude. An online survey was administered to librarians who had experience using generative AI in library practice. The independent variables were five innovation diffusion characteristics: relative advantage, compatibility, complexity, trialability, and observability. The dependent variable was intention to use, and the mediating variable was acceptance attitude. Data analysis verified causal relationships and mediating effects through descriptive statistics, factor analysis, and multiple regression analysis. Analysis of questionnaires from 175 respondents revealed that the factors significantly influencing the intention to use generative AI were relative advantage, compatibility, and observability in order. Analysis of the mediating effect of acceptance attitude confirmed that relative advantage, compatibility, and observability had mediating effects on the relationship with continuous intention to use. Notably, among the innovation diffusion factors, compatibility and observability demonstrated complete mediating effects. This study tries to contribute to establishing strategies for the diffusion of generative AI technology by empirically analyzing the innovation diffusion factors that affect acceptance attitude and intention to use generative AI in library settings.