생성형 AI의 기술적 특성과 사용자의 AI 리터러시가 생성형 AI의 지속사용의도에 미치는 영향: 확장된 기술수용모델을 중심으로

초록

The emergence of a more advanced generative AI, surpassing conventional AI, has led to the widespread utilization of generative AI across various fields such as art, education, academia, and the workplace. In the context of using generative AI, effective communication between technology and users is crucial. In this study, we aimed to investigate the factors that lead users who have tried generative AI at least once to continue using it. Throughout this process, we sought to explain the users' technology acceptance and ongoing usage intentions based on the technology acceptance model, in order to understand the technology adoption process and continuous usage intentions of users receiving new technologies and services. The result of analyzing a survey data revealed that the technical characteristics of generative AI, specifically personalization along with the user's personal attribute, AI literacy, statically influenced perceived usefulness. In contrast, only the user's personal attribute, AI literacy, statically influenced perceived ease of use. Moreover, it was found that perceived usefulness statically influenced the intention for continuous usage, while perceived ease of use did not significantly impact the intention for continuous usage. Interestingly, the influence of perceived ease of use, which had been validated for effectiveness in previous studies, did not show statistically significant impact on perceived usefulness. This result contrasts with findings from previous research on technology acceptance model. This study is significant in its attempt to apply and empirically validate the relevance of the representative technical characteristics of generative AI and the emerging importance of AI literacy in the context of generative AI usage within existing theoretical model. The findings underscore the significance of AI literacy as an effective factor in the acceptance of generative AI technology.

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