The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Predicting User Acceptance of Strong AI using Extension of Theory of Planned Behavior: Focused on the Age Group of 20s

확장된 계획적 행동이론을 통해 본 강한 인공지능 제품에 대한 이용자의 수용의도: 20대 연령층을 중심으로

  • 이창섭 (세종대학교 경영학부 부교수) ;
  • 이현정 (중앙대학교 융합교양학부 조교수)
  • Received : 2020.07.16
  • Accepted : 2020.10.06
  • Published : 2020.10.28
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Abstract

The rapid progress of AI technology gives us the expectation to solutions to various problems in our society, and at the same time, it gives us anxiety about the side effects that can occur if AI develops beyond human control. This study was conducted in the early 20s with less objection to advanced devices. We attempted to provide clues to understand thoughts and attitudes of the targets about the future environment that will be brought by AI through the process of finding intent the acceptance of strong AI technology. For this, we applied the Theory of Planned Behavior, and further expanded this research model to identify factors affecting the attitude toward AI. As a result, the attitude toward AI and perceived behavioral control had a significant effect on the intention to use to strong AI. In addition, we found that the expectation of the benefit of improving task performance and the anxiety on the threat of relationship disturbance had a significant effect on the attitude toward AI. This study suggests implications for AI-related companies establishing the direction of technology development and for government setting a policy direction for AI adoption.

AI 기술의 급격한 진보는 우리 사회의 다양한 문제점을 개선해주는 기대를 주는 동시에, 인간이 제어할 수 없을 만큼 발전했을 경우 일어날 수 있는 다양한 부작용에 대한 불안을 안겨준다. 본 연구는 첨단 기기에 대한 거부감이 적은 20대 초반 젊은 층을 대상으로 강한 AI 기술이 적용된 제품의 수용의도를 알아보는 과정을 통해 AI에 의해 도래할 미래 환경에 대한 이들의 생각과 태도를 이해하는 단서를 제시하고자 하였다. 이를 위해 계획적 행동이론을 적용하였고, 나아가 이 연구모델을 확장시켜 AI에 대한 태도에 영향을 미치는 요인들을 확인해보고자 하였다. 연구 결과, AI 제품 사용의도에 AI에 대한 태도 및 지각된 행동통제가 유의한 영향을 미쳤고, AI에 대한 태도에는 업무 성과 향상의 혜택에 대한 기대와 관계 교란의 위협에 대한 불안의 영향을 확인하였다. 본 연구는 AI관련 기업 관점에서는 기술개발의 방향을 세우고, 국가적 관점에서는 AI의 정책적 수용 방향성을 세우는 데 시사점을 제시하며 연구적 공헌점을 가진다.

Keywords

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