[논문]업무 환경에서 생성형 AI 사용 의도에 영향을 미치는 촉진 요인과 저해 요인 분석

박준성; 박희준

doi:10.7469/jksqm.2024.52.3.509

[국내논문] 업무 환경에서 생성형 AI 사용 의도에 영향을 미치는 촉진 요인과 저해 요인 분석
Enablers and Inhibitors of Generative AI Usage Intentions in Work Environments 원문보기

品質經營學會誌 = Journal of Korean society for quality management, v.52 no.3, 2024년, pp.509 - 527

Abstract ▼ AI-Helper

Purpose: This study aims to investigate the factors influencing the adoption of Generative AI in the workplace, focusing on both enablers and inhibitors. By employing the dual factor theory, this research examines how knowledge support, customization, entertainment, perceived risk, realistic threat, and identity threat impact the intention to adopt Generative AI technologies such as ChatGPT. Methods: Data were collected from 192 participants via MTurk, all of whom had experience using Generative AI. The survey was conducted in June 2024, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to ensure the validity and reliability of the measurement model. Attention-check questions were used to ensure data quality, and participants provided demographic information at the end of the survey. Results: : The findings reveal that knowledge support and entertainment significantly enhance the intention to adopt Generative AI, whereas realistic threat poses a substantial barrier. Customization, perceived risk, and identity threat did not significantly affect adoption intentions. Conclusion: This study contributes to the literature by addressing the gap in understanding the adoption mechanisms of Generative AI in professional settings. It highlights the importance of promoting AI's knowledge support and entertainment capabilities while addressing employees' concerns about job security. Organizations should emphasize these benefits and proactively mitigate perceived threats to foster a positive reception of Generative AI technologies. The findings offer practical implications for enhancing user acceptance and provide a foundation for future research in this area.

Keyword

표/그림 (6)

그림 Figure 1. Proposed model framework
표 Table 1. Survey items
표 Table 2. Demographic statistics of respondents (N=192)
표 Table 3. Loadings and Convergent validity
표 Table 4. Discriminant validity results (HTMT)
표 Table 5. Hypotheses test results

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