Correlational and Configurational Perspectives on the Determinants of Generative AI Adoption Among Spanish Zoomers and Millennials

Antonio Pérez-Portabella, Mario Arias-Oliva, Graciela Padilla-Castillo and Jorge de Andrés-Sánchez ()
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Antonio Pérez-Portabella: Departament d’Estudis de Comunicació, Universitat Rovira i Virgili, 43002 Tarragona, Spain
Mario Arias-Oliva: Marketing Department, Faculty of Business & Economy, University Complutense of Madrid, Campus de Somosaguas, 28223 Madrid, Spain
Graciela Padilla-Castillo: Journalism and New Media Department, Faculty of Information Sciences, University Complutense of Madrid, Avenida Complutense 3, 28040 Madrid, Spain
Jorge de Andrés-Sánchez: Social and Business Research Laboratory, University Rovira i Virgili, Campus de Bellissens, 43204 Reus, Spain

Societies, 2025, vol. 15, issue 10, 1-24

Abstract: Generative Artificial Intelligence (GAI) has become a topic of increasing societal and academic relevance, with its rapid diffusion reshaping public debate, policymaking, and scholarly inquiry across diverse disciplines. Building on this context, the present study explores the factors influencing GAI adoption among Spanish digital natives (Millennials and Zoomers), using data from a large national survey of 1533 participants (average age = 33.51 years). The theoretical foundation of this research is the Theory of Planned Behavior (TPB). Accordingly, the study examines how perceived usefulness (USEFUL), innovativeness (INNOV), privacy concerns (PRI), knowledge (KNOWL), perceived social performance (SPER), and perceived need for regulation (NREG), along with gender (FEM) and generational identity (GENZ), influence the frequency of GAI use. A mixed-methods design combines ordered logistic regression to assess average effects and fuzzy set qualitative comparative analysis (fsQCA) to uncover multiple causal paths. The results show that USEFUL, INNOV, KNOWL, and GENZ positively influence GAI use, whereas NREG discourages it. PRI and SPER show no statistically significant differences. The fsQCA reveals 17 configurations leading to GAI use and eight to non-use, confirming an asymmetric pattern in which all variables, including PRI, SPER, and FEM, are relevant in specific combinations. These insights highlight the multifaceted nature of GAI adoption and suggest tailored educational, communication, and policy strategies to promote responsible and inclusive use.

Keywords: artificial intelligence; generative artificial intelligence; theory of planned behavior; digital natives; zoomers; millennials; correlational methods; configurational methods; fuzzy set qualitative comparative analysis (search for similar items in EconPapers)
JEL-codes: A13 A14 P P0 P1 P2 P3 P4 P5 Z1 (search for similar items in EconPapers)
Date: 2025
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