[논문]생성형 인공지능(Generative AI)에 대한 지각된 가치와 지속이용의도 결정요인 탐색

문수지

doi:10.13067/jkiecs.2024.19.4.709

[국내논문] 생성형 인공지능(Generative AI)에 대한 지각된 가치와 지속이용의도 결정요인 탐색
Exploring the Perceived Value of Generative AI and the Determinants of Continuous Use Intention

한국전자통신학회 논문지 = The Journal of the Korea Institute of Electronic Communication Sciences, v.19 no.4, 2024년, pp.709 - 720

문수지 (대진대학교 문예콘텐츠창작학과)

초록
AI-Helper

본 연구는 가치기반수용모델에 소비자 만족도를 추가하여 이미지 중심의 생성형 인공지능에 대한 사용자의 지속이용의도에 영향을 미치는 요인을 탐색하였다. 주요 결과를 간략하게 제시하면 첫째, 즐거움은 지각된 가치에 유의한 영향을 미치지 못하였으나, 유용성은 지각된 가치에 긍정적 영향을 미치는 것으로 나타났다. 둘째, 비용과 기술성은 지각된 가치에 부정적 영향을 미치는 것으로 나타났다. 셋째, 지각된 가치는 소비자 만족도와 지속이용의도에 긍정적 영향을 미치는 것으로 나타났다. 넷째, 소비자 만족도는 지속이용의도에 긍정적 영향을 미치는 것으로 나타났다. 이상의 결과에 근거하여 사용자의 이미지 중심 생성형 인공지능에 대한 지속이용의도를 높이기 위해서는 이미지 중심의 생성형 인공지능이 가지는 유용성과 이용과정에서의 즐거움을 인식시키는 것이 중요하며, 그와 동시에 사용자들이 수용 가능한 수준에서의 합리적 비용과 이용방법에서의 복잡성을 최소화함으로써 사용자의 지각된 가치와 만족도를 높이는 것이 중요할 것이다.

Abstract ▼ AI-Helper

By inputting consumer satisfaction as an exogenous variable into the value-based adoption model, this study explored the factors that influence the user's intention to continue using image-centered generative AI. Briefly presenting the main results, first, enjoyment did not significantly affect perceived value, but usefulness had a positive effect on perceived value. Second, Fee and technicality had a negative effect on perceived value. Third, perceived value had a positive effect on consumer satisfaction and continuous use intention. Fourth, consumer satisfaction had a positive effect on continuous use intention. Based on the above results, it is important to recognize the usefulness of image-centered generated AI and enjoyment in the process of use in order to increase the user's intention to continue using image-centered generated AI, and at the same time, it will be important to increase the user's perceived value and satisfaction by minimizing the reasonable fee and complexity in the method of use at the level acceptable to the users.

Keyword

표/그림 (5)

그림 그림 1. 연구체계 Fig. 1 Research system
표 표 1. 확인적 요인분석 Table 1. Confirmatory factor analysis
그림 그림 2. 가설검증 Fig. 2 Hypothesis test
표 표 2. 상관관계분석 Table 2. Correlation analysis
표 표 3. 경로분석 Table 3. Path analysis

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표제어: PCR

동의어: Packet Collision Rate

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