AI 리터러시가 생성형 AI 지속사용의도에 미치는 영향:인지된 혜택과 희생요인을 통한 경로 모형 분석

• 영문명: The Impact of AI Literacy on the Continued Usage Intentionof Generative AI:A Path Analysis Based on Perceived Benefits and Sacrifices
• 발행기관: 한국IT서비스학회
• 저자명: 김채원(Chaewon Kim) 김현정(Hyeonjeong Kim) 이준혁(Junhyuk Lee)
• 간행물 정보: 『한국IT서비스학회지』제24권 제4호, 151~174쪽, 전체 24쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2025.08.31

국문 초록

With the rapid advancement of generative artificial intelligence (AI), understanding the factors that influence user continued intention has become increasingly important. Due to the complexity of generative AI systems, users need a certain level of understanding, which may come at a cognitive cost .This study investigates how AI literacy affects users’ perceptions of usefulness, ease of use, cognitive burden, and privacy concerns and how these perceptions, in turn, influence perceived value and continued usage intention. An integrated model combining the Technology Acceptance Model (TAM) and the Value-based Adoption Model (VAM) was tested through a survey of 500 South Korean adults with experience using generative AI. The data were collected through quota sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results revealed that AI literacy positively influenced perceived usefulness and ease of use, reduced cognitive burden, but increased privacy concerns. Perceived usefulness and ease of use enhanced perceived value, which significantly predicted continued usage intention. These findings highlight the critical role of AI literacy in the continued usage of generative AI and offer strategic implications for user-centered design and AI education.

목차

1. 서론

2. 이론적 배경

3. 연구 모델과 가설

4. 연구방법

5. 분석 결과

6. 결론

참고문헌

키워드

Generative AI AI Literacy Perceived Value Perceived Benefit Perceived Sacrifice Value-based Adoption Model (VAM)