대화형 인공지능 서비스의 지속 행동에 미치는 영향 요인 연구: 가치모형을 중심으로 = A Study on the Influencing Factors of Continuous Behavior of Interactive Artificial Intelligence Services: Focusing on the Value Model

다국어 초록 (Multilingual Abstract)

The rapid development and innovation of AI technology are causing major changes not only in people's daily lives but also in the industry as a whole, and are also leading social changes due to the universalization of digital communication. This has a positive effect of increasing convenience and efficiency, and at the same time, a balanced approach between these two-sided characteristics is more emphasized because issues such as transparency and stability must be considered. In this study, after examining the effects of various perceptual factors(usefulness, ease of use, enjoyment, and risk) on perceived value for ChatGPT service users in their 20s in Gwangju, Jeollanam-do and Northern regions, the process of reaching the intention to continue using was analyzed. As a result of the study, perceived usefulness and enjoyment had a positive effect on the perceived value of service users, but perceived ease and risk did not directly affect the perceived value. It can be seen that the perceived value has an effect on the intention to continue using. By confirming that the management of a balanced strategic approach of value enhancement aspects and minimization of behavioral suppression is essential through the empirical results, implications for desirable social acceptance and continuity of the service were derived.