How does AI literacy influence users' perceived trust? A chain mediation model from triangular theory of love

초록

With AI increasingly embedded in everyday life, user trust has become a critical determinant of AI adoption and continued usage. This study examines how AI literacy shapes users' perceived trust in AI systems by focusing on emotional mediation mechanisms derived from the triangular theory of love. We developed and tested a chain mediation model incorporating three emotional constructs (i.e., passion, intimacy, and commitment), using survey data (N = 343). Results from covariance-based structural equation modeling (CB-SEM) showed that AI literacy significantly enhanced perceived trust both directly and indirectly through passion, intimacy, and commitment. Notably, two serial mediation pathways emerged, underscoring commitment as the key mediator linking emotional experiences to perceived trust. This study enriches the understanding of AI trust mechanisms by integrating both cognitive and emotional pathways. Our findings also highlight the importance of emotional factors in AI interaction design and provide practical guidance for fostering user trust through improved AI literacy and emotional engagement strategies.

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