효용적 가치와 지각된 위험이 생성형 AI 추천 의도에 미치는 영향 : 기술수용모형을 중심으로

초록

Since the advent of Chat-GPT, more attention has been paid to generative AI. However, there is insufficient examination of the relationship between user perception and behavioral intention of generative AI. Therefore, based on the technology acceptance model, this study explores the factors that affect the recommendation intention of generative AI and observes the structural relationship between them. The results of the structural equation model analysis show that the perceived utilitarian value of generative AI has a positive effect on the perceived usefulness and perceived ease of use, while the perceived risk has a negative effect on the perceived usefulness. In addition, the perceived ease of use of Chat-GPT has a positive effect on the perceived usefulness. Finally, both perceived usefulness and perceived ease of use were found to have a direct positive effect on the recommendation intention of generative AI. This is the first study conducted on the early-stage Chat-GPT adopters that evaluate the influence of both perceived utilitarian value and perceived risk of Chat-GPT on users' perceived usefulness, ease of use, and recommendation intention of generative AI.

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