In recent years, Artificial Intelligence Generated Content (AIGC) large models have become a fundamental production tool for empowering the development of various industries in the new era. In the textile and garment industry, for instance, AIGC is emerging as a critical tool for digital fashion design and intelligent supply chain management. Integrating business education with AIGC models represents an essential approach for cultivating business talents in the new era. Based on the simplified Unified Theory of Acceptance and Use of Technology (UTAUT) framework, this study employs questionnaire surveys and structural equation modeling to explore the influencing factors of AIGC model usage behavior among business students. Empirical research indicates that four major factors-performance expectancy, effort expectancy, social influence, and facilitating conditions-all significantly promote the use of AIGC models among business students. Among these factors, facilitating conditions have the greatest impact on AIGC model adoption, followed by effort expectancy, while the effects of social influence and performance expectancy are sequentially weaker. During the current transitional period of AI models gradually being implemented, particularly in technology-intensive sectors like modern textiles, universities should actively improve facilitating conditions, enhance the perceived ease of use of tools, foster a supportive environment, and strengthen performance expectancy guidance to accelerate the adoption of AIGC technological tools among business students.

AIGC model, business students, usage behavior, UTAUT