Adoption of AI Technology Among Chinese Journalists: Exploring the Impact of Perceived Usefulness, Subjective Norm, and Attitudes

Bingbing Zhang; Li Gao; Qing Xiao

doi:10.1177/27523543261453272

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Adoption of AI Technology Among Chinese Journalists: Exploring the Impact of Perceived Usefulness, Subjective Norm, and Attitudes

Journal article

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Adoption of AI Technology Among Chinese Journalists: Exploring the Impact of Perceived Usefulness, Subjective Norm, and Attitudes

Bingbing Zhang, Li Gao and Qing Xiao

Emerging media (Online)

05/20/2026

DOI: 10.1177/27523543261453272

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Abstract

Extensive research has explored the application of artificial intelligence (AI) in the journalism industry, particularly in Western contexts. However, limited research has examined how journalists in nonwestern contexts, like China, use AI and the factors impacting its usage in journalism practice. Guided by technology acceptance model (TAM) and the theory of planned behavior (TPB), this study conducted a national survey of Chinese journalists (N = 652) to reveal the psychological factors influencing the adoption of AI among Chinese journalists. Results showed that perceived usefulness, attitudes towards journalistic AI, and subjective norm contributed to the AI technology adoption in journalistic work. Specifically, this study found the critical role of social norms and individual psychological perception of AI technology in shaping journalists’ willingness to integrate AI into their professional routines. This suggests that the successful implementation of AI in journalism cannot rely solely on technological capabilities but must also take into account the broader social environment and journalists’ cognitive evaluations of the technology. This study not only provides empirical evidence for the applicability of the TAM and the TPB in understanding AI adoption but also extends these frameworks to the specific context of journalism in China.

China

Journalism

artificial intelligence

journalistic AI usage

subjective norm

technology acceptance model

theory of planned behavior

Details

Title: Subtitle: Adoption of AI Technology Among Chinese Journalists: Exploring the Impact of Perceived Usefulness, Subjective Norm, and Attitudes
Creators: Bingbing Zhang - University of Iowa
Li Gao - School of Journalism & Communication, Jinan University, Guangzhou, China
Qing Xiao - Carnegie Mellon University
Resource Type: Journal article
Publication Details: Emerging media (Online)
DOI: 10.1177/27523543261453272
ISSN: 2752-3543
eISSN: 2752-3551
Publisher: Sage
Language: English
Electronic publication date: 05/20/2026
Academic Unit: Center for Social Science Innovation; School of Journalism and Mass Communication
Record Identifier: 9985166830602771

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