헤어디자이너의 경력·직무위치와 그릿(Grit)·디지털 리터러시가 생성형 AI 수용에 미치는 영향 = The Impact of Hair Designers' Career, Job Position, Grit, and Digital Literacy on Generative AI Adoption

다국어 초록 (Multilingual Abstract)

This study aims to identify the differences in grit and digital literacy according to the career and job position of hair designers, and to clarify the influence of grit and digital literacy on the acceptance of generative AI. Hair designers' careers were divided into five stages and job positions into three, and hypotheses (1) to (4) regarding the differences in grit and digital literacy according to these divisions, and hypotheses (5) and (6) were established to clarify the relationship between grit and digital literacy and the acceptance of generative AI. The analysis used data collected from 212 hair designers working in the metropolitan area, and hypothesis testing was conducted through ANOVA analysis and multiple regression analysis of the SPSS 25.0 program. The analysis results showed that there were differences in grit level and digital literacy according to the career and job position of hair designers. In addition, it was confirmed that grit and digital literacy had a positive effect on the acceptance of generative AI. The results of this study have academic significance in that they verified the career structure (career, job position) variables for the expansion of TAM and self-utility theory, and provided an empirical basis for the innovation acceptance theory by applying grit and digital literacy variables. In addition, they have practical significance in that they can serve as basic data for the application of generative AI to hair designers and the development of educational programs.