생성형 AI서비스와 플랫폼 특성이 만족도와 지속이용의도에 미치는 영향

초록

This study examined the relationship between the characteristics of generative AI services and platforms, satisfaction, and intention to continue using them. Through this, we aimed to obtain more detailed theoretical results through empirical analysis of the cognition, attitude, and behavioral intentions of generative AI users. The results showed that interactivity and informativeness, as perceived by generative AI users, influenced satisfaction, while entertainment and reliability were found to be limited in meeting satisfaction. Furthermore, usefulness and ease of use, as perceived by generative AI users, were found to have a significant impact on satisfaction. Furthermore, the perceived satisfaction with generative AI was found to influence intention to continue using it. The results of this study can serve as basic data for practical and policy-related reference for providers of generative AI and policymakers who can support the stable adoption of generative AI.

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