중국 MZ세대 소비자의 사회적 영향과 자민족중심주의가 AI 서비스 구독의도에 미치는 영향 : ChatGPT와 DeepSeek 비교연구

국문 초록 (Abstract)

AI 서비스는 전 세계적으로 급속히 부상하여, 기술 최전선에서 대중적 응용으로 급속히 확산되고 있다. 동시에, 중국 본토의 AI 시장이 또한 빠른 성장 궤도에 진입했다. AI 기술의 지속적 발전과 사용자 규모의 꾸준한 증가 속에서 중국은 거대한 시장 잠재력을 보여주고 있으며, 이 시장에서 더 많은 상업적 기회를 발굴하는 것은 관련 기업들이 반드시 논의해야 할 핵심 의제이다. 현재의 기술 및 시장 환경에서 AI 서비스는 학술 연구와 산업의 최전선에 위치하며, 두드러진 생산성과 가치 창출 잠재력을 지닌 범용 혁신으로 규정되고 있다. 그러나 여전히 서로 다른 AI 서비스 사용자 그룹 간의 사회 및 문화적 인지 성향을 비교하고 그작용 메커니즘을 규명하는 연구가 부족하다. 따라서 본 연구는 사회적 영향과 자민족중심주의의 경로 역할에 주목하여, 기존 연구 모델을 확장 하고자 한다.
본 연구는 중국 밀레니얼 및 Z세대 AI 서비스(ChatGPT, DeepSeek) 사용자를 대상으로, 사회적 영향이 사용자 경험을 매개로 구독의도에 미치는 과정에서 소비자 자민족중심주의의 조절 효과를 분석하는 데 초점을 맞춘다. 이를 위해 ChatGPT 사용자 328명과 DeepSeek 사용자 434 명, 총 762명을 대상으로 설문조사를 수행하였으며, 선행연구를 바탕으 로, 사회적 영향이 사용자 경험(편의성, 효율성, 신뢰성)을 통해 구독의도에 미치는 영향을 분석하고, 이 과정에서 자민족중심주의가 어떤 매개된 조절 효과를 보이는지 SPSS PROCESS macro 5.0 도구를 이용해 검증 하였다.
분석 결과, 두 그룹 모두에서 사회적 영향은 사용자 경험의 유의하게 매개효과을 통해 구독의도를 높이는 것으로 나타났으며, 소비자 자민족 중심주의는 자국 AI 서비스를 대표하는 DeepSeek 사용자 그룹에서만 유의하게 조절효과를 보였다. 본 연구 결과는 사회문화적 요인이 소비자가 AI 기술을 받아들이는 과정에서 중요한 역할을 한다는 것을 강조하 며, 자국 AI 서비스에는 우위 확산 마케팅 전략 및 글로벌 AI 서비스에
는 시장 현지화 마케팅 전략의 필요성을 시사한다.

다국어 초록 (Multilingual Abstract)

AI services are rapidly emerging globally, rapidly expanding from the technological frontier to mainstream applications. Simultaneously, the AI ​ market in mainland China has also entered a period of rapid growth. With the continuous advancement of AI technology and the steady increase in the number of users, China demonstrates enormous market potential. Exploring more commercial opportunities in this market is a key agenda for relevant companies. In the current technological and market environment, AI services are at the forefront of academic research and industry, and are defined as general-purpose innovations with significant productivity and value creation potential. However, research comparing social and cultural cognitive tendencies across different groups of AI service users and elucidating their mechanisms remains lacking. Therefore, this study aims to expand on existing research models by focusing on the role of social influence and ethnocentrism in the pathways of user experience.
This study focuses on Chinese millennial and Generation Z users of AI services (ChatGPT and DeepSeek) and analyzes the moderating effect of consumer ethnocentrism on the process by which social influence influences subscription intentions through user experience. To this end, a survey was conducted with 762 users, including 328 ChatGPT users and 434 DeepSeek users. Drawing on prior research, we analyzed the impact of social influence on subscription intention through user experience (convenience, efficiency, and reliability). We then used SPSS PROCESS macro 5.0 to verify the mediating moderating effect of ethnocentrism in this process.
The analysis revealed that social influence significantly increased subscription intention through the mediating effect of user experience in both groups. Consumer ethnocentrism only showed a significant moderating effect in the DeepSeek user group, which represents domestic AI services. These findings highlight the crucial role that sociocultural factors play in consumer adoption of AI technology, suggesting the need for diffusion marketing strategies for domestic AI services and market-specific marketing strategies for global AI services.

목차 (Table of Contents)

• 제1장 서론 ············································································································· 1
• 제1절 연구 배경 ································································································ 1
• 제2절 연구의 목적과 차별성 ·········································································· 4
• 1. 연구의 목적 ······························································································· 4
• 2. 연구의 차별성 ··························································································· 5
• 제2장 이론적 배경 ································································································ 6
• 제1절 사회적 영향 ···························································································· 6
• 1. 사회적 영향의 개념 ················································································· 6
• 2. 사회적 영향 선행연구 ············································································· 7
• 제2절 사용자 경험 ···························································································· 8
• 1 사용자 경험의 개념 ·················································································· 8
• 2 사용자 경험 선행연구 ·············································································· 9
• 2.1 편의성 ····································································································· 10
• 2.2 효율성 ····································································································· 11
• 2.3 신뢰성 ····································································································· 13
• 제3절 자민족중심주의 ···················································································· 14
• 1. 자민족중심주의의 개념 ········································································· 14
• 2. 자민족중심주의 선행연구 ····································································· 15
• 제4절 구독의도 ································································································ 16
• 1 구독의도의 개념 ······················································································ 16
• 2 구독의도 선행연구 ·················································································· 16
• 제3장 연구방법 ··································································································· 18
• 제1절 연구가설 및 연구모형 ········································································ 18
• 　1. 연구가설 ·································································································· 18
• 1.1 사회적 영향과 구독의도 ····································································· 18
• 1.2 사회적 영향과 사용자 경험 ······························································· 18
• 1.3 사용자 경험과 구독의도 ····································································· 19
• 1.4 사용자 경험의 사회적 영향과 구독의도 간 매개효과 ················· 20
• 1.5 자민족중심주의의 사회적 영향과 사용자 경험 간 조절효과 ····· 21
• 1.6 자민족중심주의의 사회적 영향과 구독의도 간 조절효과 ··········· 22
• 2. 연구모형 ··································································································· 23
• 제2절 조사대상 및 표본수집 ········································································ 24
• 제3절 변수의 조작적 정의 ············································································ 25
• 제4장 실증분석 ··································································································· 28
• 제1절 인구통계학적 특성 ·············································································· 28
• 제2절 타당성 및 신뢰성 분석 ······································································ 29
• 제3절 독립표본 T-검정 분석 ······································································ 34
• 제4절 상관관계 분석 ······················································································ 35
• 제5절 다중회귀 분석 ······················································································ 37
• 제6절 사용자 경험의 매개효과 분석 ·························································· 40
• 제7절 자민족중심주의의 매개된 조절효과 분석 ······································ 43
• 제5장 결론 ··········································································································· 47
• 제1절 연구결과 및 시사점 ············································································ 47
• 　1. 연구결과 ·································································································· 47
• 2 시사점 ········································································································ 49
• 2.1 이론적 의미 ··························································································· 49
• 2.2 실무적 의미 ··························································································· 51
• 제2절 연구의 한계 및 향후 연구방향 ························································ 52
• 　1. 연구의 한계 ····························································································· 52
• 　2. 향후 연구방향 ························································································· 53
• 참고문헌 ··············································································································· 55
• ABSTRACT ······································································································· 68