生成式人工智慧對重塑圖文設計與出版流程之探索式研究

An Exploratory Study on the Role of Generative Artificial Intelligence in Reshaping Graphic Design and Publishing Workflows

近年來，生成式人工智慧（Generative Artificial Intelligence, GEN AI）技術迅速崛起，其應用範圍持續拓展，涵蓋藝術、影視、文學、商業、醫療與教育等多個領域。由於此技術透過簡單的文字指令，創造出全新的創意內容，因此對藝術領域的影響尤為深遠。對許多使用者而言，善用生成式人工智慧不僅能快速激發靈感、創作出具有創造力的作品，還能憑藉其自動化特性解決高重複性的工作，大幅提升工作效率。由此可見，生成式人工智慧正為人類社會帶來重大的變革。本研究以延伸性整合科技接受模型（Unified Theory of Acceptance and Use of Technology 2, UTAUT 2）為理論基礎，探討影響圖文編排人員對生成式人工智慧使用意願的關鍵因素。研究聚焦「績效期望」、「便利條件」與「享樂動機」三大構面，透過與排版軟體專家及業界人士深度訪談，瞭解生成式人工智慧於圖文編排領域的潛在優勢與應用之挑戰。根據本研究結果顯示，使用者在操作生成式人工智慧過程中，生成符合期望程度、便利性及愉悅體驗，皆對其使用意願具顯著影響。

In recent years, generative artificial intelligence (Gen AI) has witnessed a rapid ascent, with its applications continuously expanding across various fields, including the arts, film and media, literature, commerce, healthcare, and education. This technology can generate entirely new creative content through simple text commands, making its impact on the arts particularly profound. For many users, the effective utilization of generative AI not only facilitates the rapid stimulation of creative ideas and the production of more innovative works, but also offers a means to automate highly repetitive tasks, thereby significantly enhancing overall efficiency. As such, generative AI is bringing about major transformations in human society. This study is based on the Unified Theory of Acceptance and Use of Technology 2 and aims to explore the key factors influencing the Layout Designers Willingness to Use Generative Artificial Intelligence. Focusing on three core constructs, including Performance expectancy, Facilitating conditions, and Hedonic motivation. Through this research conducted in-depth interviews with layout software experts and industry professionals to identifying the potential advantages and challenges of applying Generative Artificial Intelligence in the layout design field. The findings reveal that users’perceptions of output quality, ease of use, and enjoyment during the operation process significantly impact their willingness to adopt the technology.