A Study on the Influencing Factors of the Intention to Use Products of Artificial Intelligence Translation

• 발행기관: 한국상품학회
• 저자명: 김경진(Kim, Kyung Jin)
• 간행물 정보: 『상품학연구』제39권 제1호, 109~117쪽, 전체 9쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2021.02.28

영문 초록

Although artificial intelligence (AI) services are more accurate or more efficient than human services, consumers prefer human services to AI. Also, AI is somewhat mechanical and insensitive, it is largely due to consumers stereotype that AI will be more difficult to understand than human experts about the unique needs of individuals. This is because AI is based on statistical analysis of big data in related with universality and average of groups rather than on individual uniqueness. This study decided to explore whether AI translation would be unfriendly if languages are unique. It also wanted to see how these effects interact with the uniqueness of individual consumers. If the uniqueness of the language negatively affects the preference of AI translation services, just as the uniqueness of the individual, this study will also consider why. Study 1 said consumers in the context of self-consumption preferred getting with human expert over AI in translation service compared to those of others. In light of the theory that one perceives uniqueness more than others, this result also reflects the expectation that experts will better understand individual uniqueness than AI. This logic was supported by a mediator test. In Study 2, consumers with a high tendency to pursue uniqueness preferred the touch of experts to AI in translation services. This trend was more pronounced in the case of unique language (Mongolian), than in the universal language (English). On the other hand, consumers with a low tendency to pursue uniqueness does not show these patterns. They preferred not only expert but also AI generally. In conclusion, this work proposes in various contexts that uniqueness can undermine AI acceptance. Perhaps the reason why AI spreads slower than expected is not because of technical problems, but humanistic anxiety such as impersonation and human alienation that individual uniqueness may be wiped out.

목차

I. Introduction

II. Theoretical Background

III. Methodology

IV. Conclusion

Reference

키워드

artificial intelligence (AI) translation human expert uniqueness preference