20대 중국인의 AI 뉴스 앵커 이용 특성에 영향을 미치는 요인 연구

초록

This study examines the factors influencing attitudes, satisfaction, and continuous usage intention of AI news anchors among young Chinese people based on the Technology Acceptance Model (TAM) and the theory of quasi-social interaction. The results show that both perceived usefulness and perceived ease of use, which are key variables of the TAM, have a significant positive effect on attitude. This suggests that the technical usefulness and convenience of AI news anchors play a meaningful role in shaping user attitudes. Next, emotional, cognitive, and behavioral interaction factors of quasi-social interaction all have a significant impact on user satisfaction. This can be understood as the virtual relationship between AI news anchors and users having a positive impact on user satisfaction. Finally, attitude has a positive effect on user satisfaction and continuous usage intention of AI news anchors, while user satisfaction also emerges as a significant factor affecting continuous usage intention.

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