[논문]A Study on the User Acceptance Model of Artificial Intelligence Music Based on UTAUT

Zhang, Weiwei

doi:10.9708/jksci.2020.25.06.025

A Study on the User Acceptance Model of Artificial Intelligence Music Based on UTAUT 원문보기

韓國컴퓨터情報學會論文誌 = Journal of the Korea Society of Computer and Information, v.25 no.6, 2020년, pp.25 - 33

Zhang, Weiwei (Dept. of Vocal Performance Music Conservatory, Anshan Normal University)

초록
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본 연구는 정보 기술 수용 모델(UTAUT)을 사용하여 이 모형은 중국 내 적용성을 검증하였으며, 중국 시장의 실태에 따라 UTAUT에 새로운 변수 2개를 추가하여 연구 모델을 설립하였다. 이와 같이 본 연구의 목적은 성과기대, 노력기대, 사회영향력, 개인혁신성, 지각된 가치가 사용의도와 사용행동에 미치는 영향을 검증하고자 한다. 이러한 목적을 달성하기 위해 인터넷 조사 방식으로 중국에 있는 인공지능음악 제품을 사용 경험 있는 음악 창작자들을 대상으로 345부의 설문지가 수집되었다. 수집된 자료는 SPSS V. 22.0와 AMOS V 22.0을 통해 빈도분석, 요인분석, 신뢰도분석, 구조방정식모형분석을 실시하여 결과를 분석하였다. 연구모델에서 제시된 가설의 검증을 통해 중국 사용자들의 인공지능 음악 수용에 대한 사용에 결정적인 영향 요인을 확인하였다. 본 연구의 결과는 UTAUT모형이 중국 배경에서의 적용성을 검증하고, 중국 배경에서의 인공지능 음악 사용자 수용 모델을 구축하였으며, 3 가지 영향 요소가 사용자의 사용 의도에 영향을 미치며, 이러한 영향요소의 역할이 영향의 크기에 따라 정렬하는 것이 효과적이다. 본 연구는 인공지능 음악의 유용성을 높이고, 인공지능 음악의 유용성을 높이며, 개인 혁신적인 사용자를 활용해 경쟁력 있고 매력적인 가격 전략을 수립하고, 입소문 홍보에 주력할 것을 관리 조언하였다.

Abstract ▼ AI-Helper

In this paper, the purpose is to verify the impact of performance expectations, effort expectations, social impact, individual innovation and perceived value on the intent of use and the behavior of use. Used Unified Theory of Acceptance and Use of Technology (UTAUT) to verify the applicability of this model in China, and established the research model by adding two new variables to UTAUT according to the situation of the Chinese market. To achieve this goal, 345 questionnaires were collected for experienced music creators using artificial intelligence nuggets in China by means of Internet research. The collected data were analyzed through frequency analysis, factor analysis, reliability analysis, and structural equation analysis through SPSS V. 22.0 and AMOS V 22.0. The verification of the hypotheses presented in the research model identified the decisive influence factors on the use of artificial intelligence music acceptance by Chinese users. The study is innovative in that it attempts to verify the applicability of UTAUT in the Chinese context. In the construction of the user acceptance model of AI music, three influencing factors will have an effect on users' intentions, and according to the degree of effect, from largest to smallest, they are respectively Perceived Innovativeness, Performance Expectancy and Effort Expectancy. This paper will also provide some management advices, i.e. improving the utility and usability of AI music, encouraging users with individual innovativeness, developing competitive and attractive pricing policies, increasing publicity, and prioritizing word-of-mouth advertising.

주제어

표/그림 (5)

그림 Fig. 1. Research model
표 Table 1. Operational Definition and Measurement Scale of Variables
표 Table 2 Exploratory factor analysis of independent variables
표 Table 3. Confirmatory Factor Analysis
표 Table 4. Structural model analysis result

AI 본문요약
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* AI 자동 식별 결과로 적합하지 않은 문장이 있을 수 있으니, 이용에 유의하시기 바랍니다.

문제 정의

Therefore, the purpose of this paper is to analyze which factors will affect users' willingness to use mobile commerce in the context of China, and to consider whether individual characteristics will affect the relationship of variables, and verify by empirical research.
Factors affecting the acceptance of mobile commerce by individual users can be explored in many ways. This study is aimed only at the individual users of artificial intelligence music to explore the behavior of using it by means of willingness to use it, expectation of performance, expectation of effort, social impact, perceived cost and individual innovation. In later studies, research can also be carried out from other angles.

가설 설정

2. Social and perceived costs have no statistically significant effect on the intent to use.
H1: Performance expectations have a positive effect on use intent.
H2 strives to have a positive effect on the intended use.
H3 Social effects have positive salient effects on use intent.
H4 Individual Innovation has a positive effect on the purpose of use.

제안 방법

This study targets ordinary music creators currently living in Beijing, China. As a result, an offline survey was conducted to verify the purpose of this paper, and the survey was conducted for about 30 days from March 2 to April 2, 202.The total number of valid samples collected was 345 persons.
The analysis process is as follows. First, frequency analysis was conducted to identify sample characteristics, the discriminant validity of variables was checked, the single dimension of each configuration concept was analyzed, and reliability analysis was conducted to check the internal consistency of questionnaire. Structural equation model analysis was performed to confirm the suitability and impact of the established study model in this study.
First, frequency analysis was conducted to identify sample characteristics, the discriminant validity of variables was checked, the single dimension of each configuration concept was analyzed, and reliability analysis was conducted to check the internal consistency of questionnaire. Structural equation model analysis was performed to confirm the suitability and impact of the established study model in this study.
Therefore, this study attempts to excavate the common factor from the existing theoretical basis and extract the main variable's effort expectations, social effects, individual innovation, and perceived costs from the research background of the study.
This study is divided into independent and dependent variables by the relationship between variables. An independent variable is regarded as a variable affecting or determining a dependent variable and is a prerequisite and cause for change in the dependent variable.

대상 데이터

As a result, an offline survey was conducted to verify the purpose of this paper, and the survey was conducted for about 30 days from March 2 to April 2, 202.The total number of valid samples collected was 345 persons.
This study targets ordinary music creators currently living in Beijing, China. As a result, an offline survey was conducted to verify the purpose of this paper, and the survey was conducted for about 30 days from March 2 to April 2, 202.

이론/모형

AMOS was used to verify the hypothesis. To verify the hypothesis, the path coefficients of the structural equation model can be found in Table 4 .

성능/효과

Improve the usefulness of AI music. The study showed that performance expectations had a positive correlation with use, and that the effect was most significant. Therefore, artificial intelligence music should be considered to bring the practicality of a potential user, who feels that the application is useful and can be of practical value.

후속연구

Due to the limitations of manpower, material and time, this research still has limitations in the way and content of research, and a careful summary will be provided for future researchers.

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