사용자가 인지하는 기능적, 유희적 경험가치가 챗GPT의 재사용 의도에 미치는 영향

• 영문명: The Role of Functional and Playful Experiential Value on the Intention to Use ChatGPT
• 발행기관: 한국IT서비스학회
• 저자명: 서현주(Hyun Ju Suh) 이주민(Jumin Lee) 방정혜(Jounghae Bang)
• 간행물 정보: 『한국IT서비스학회지』제23권 제1호, 81~95쪽, 전체 15쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2024.02.28

영문 초록

ChatGPT, a generative artificial intelligence(AI) technology that analyzes conversations to identify users' intentions and generates responses in consideration of the context of the conversation, is attracting attention from a user interface (UI) perspective that it can provide information through natural conversations with users. This study examined the effect of functional and playful values experienced by early users of ChatGPT on reuse intention and verified the structural relationship between technological efficacy, experiential values, and reuse intention. To verify the research model and hypotheses, a survey was conducted on college students who used ChatGPT for the first time. A total of 156 responses were received and 154 responses were used for analysis. As a result, both the functional experiential value and playful experiential value in the initial use process had significant effects on the intention to use ChatGPT. In addition, it was found that technological efficiency had a significant effect on functional and playful experiential values.

목차

1. 서론

2. 이론적 배경

3. 연구 모형 및 가설

4. 연구방법

5. 연구결과

6. 결론

참고문헌

키워드

ChatGPT Generative AI Experiential Value Technological Efficacy