확장된 계획적 행동이론을 적용한 생성형 AI 지속사용의도에 미치는 영향: MZ세대를 중심으로

초록

In this study, we applied the extended theory of planned behavior to explore the factors affecting the intention to continue using generative AI. This study targeting the MZ generation is expected to suggest policy and practical directions for generative AI, which will continue to grow in the future. The results of the study showed that reliability, personal innovation, and AI literacy, which were set as factors for the use of generative AI, had an influence on the attitudinal factor. In the case of the MZ generation, a positive attitude toward generative AI is formed due to trust in the information provided by generative AI, and the perception that they themselves are ahead of others in using generative AI leads them to think positively about generative AI. In addition, the perception of literacy related to generative AI also leads to a positive attitude toward generative AI. In addition, the attitudinal factors of the theory of planned behavior, such as attitude, subjective norm, and perceived behavioral control, were found to have a positive effect on the intention to continue using, which is a behavioral intention. That is, the MZ generation’s positive attitude toward generative AI, the perception of support from those around them for an individual’s use of generative AI, and the perception that one can control one’s own behavior when using generative AI are all influencing the intention to continue to use generative AI. When introducing generative AI services, an effective and convenient service strategy will be established when an understanding of the characteristics of users and their perception of generative AI is given priority. In addition, the psychological processes of generative AI service users and their perception of user experience are expected to serve as a guide for establishing directions for improving generative AI services. From this perspective, this study, which analyzed the factors influencing the MZ generation’s intention to continue to use generative AI by applying the extended theory of planned behavior, has policy and practical implications.

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