Research on the roles of social norms in ChatGPT-assisted knowledge innovation

doi:10.19571/j.cnki.1000-2995.2025.09.004

Abstract

Abstract: Exploring ChatGPT-assisted knowledge innovation from the perspective of social norms offers new theoretical foundations for artificial intelligence governance and provides clearer behavioral guidelines for both developers and users. Prior research on ChatGPT applications primarily focuses either on the efficiency of technological empowerment or on its emotional impacts, while few studies have examined it from the perspective of social norms. Based on a questionnaire survey, this paper analyzed the data from 320 knowledge innovators to demonstrate that: (1) Promotion-oriented social norms in ChatGPT-assisted knowledge innovation significantly enhance knowledge innovators′ intentions to adopt ChatGPT, whereas prevention-oriented social norms significantly decrease it, indicating the influence of external social factors on their behavior; (2) Knowledge innovators′ confidence in knowledge innovation mediates the relationship between social norms in ChatGPT-assisted knowledge innovation and the intentions to adopt ChatGPT, indicating that psychological factors influence group behavior in this context; and (3) ChatGPT creativity savvy moderates the relationship between social norms in ChatGPT-assisted knowledge innovation and knowledge innovators′ confidence. This study has advanced the existing theoretical framework of ChatGPT adoption intentions from social norms perspective, and extended the applicability of ChatGPT creativity savvy to knowledge innovation, and it will provide valuable insights into practical pathways for knowledge innovation in the era of artificial intelligence.

Key words: artificial intelligence, knowledge innovation, social norm, creativity savvy, technology adoption

Peng Haoyu, Zhang Huiqin, Wang Changmei, Gong Yongzhi, Tang Xiaofei. Research on the roles of social norms in ChatGPT-assisted knowledge innovation[J]. Science Research Management, 2025, 46(9): 35-45.

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