Factors Influencing Generative AI Usage Intention in China: Extending the Acceptance–Avoidance Framework with Perceived AI Literacy

In the digital era, understanding the intention to use generative AI is critical, as it enhances productivity, transforms workflows, and enables humans to focus on higher-value tasks. Drawing upon the unified theory of acceptance and use of technology (UTAUT) and the technology threat avoidance theory (TTAT), this research integrates perceived AI literacy into the AI acceptance–avoidance framework as a central variable. This study gathered 583 valid survey responses from China and validated its model using a dual-phase, combined method that integrates structural equation modeling and artificial neural networks. Research findings indicate that the model explains 51.6% of the variance in generative AI usage intention. Except for social influence, all variables within the extended framework significantly impact the usage intention, with perceived AI literacy being the strongest predictor (β = 0.33, p < 0.001). Additionally, perceived AI literacy mitigates the adverse effect of perceived threats on the intention to use AI. Practical implications suggest that enterprises adopt a tiered strategy, as follows: maximize perceived benefits by integrating AI skills into reward systems and providing task-automation training; minimize perceived costs through dedicated technical support and transparent risk mitigation plans; and cultivate AI literacy via progressive learning paths, advancing from data analysis to innovation.