DOI QR코드

DOI QR Code

인공지능 기술수용과 윤리성 인식이 이용의도에 미치는 영향

The Influence of AI Technology Acceptance and Ethical Awareness towards Intention to Use

  • 고영화 (연세대학교 일반대학원 융합기술경영공학과) ;
  • 임춘성 (연세대학교 공과대학 산업공학과)
  • Ko, Young-Hwa (Graduate School of Convergence Technology Management Engineering, Yonsei University) ;
  • Leem, Choon-Seong (Graduate School of Industrial Engineering, Yonsei University)
  • 투고 : 2021.02.08
  • 심사 : 2021.03.20
  • 발행 : 2021.03.28

초록

본 연구는 인공지능 기술 또는 서비스를 수용하는 사용자의 이용의도를 알아보기 위하여 기술준비도와 기술수용 모델의 융합과 동시에 인공지능 윤리를 고려한 모델로 확장시킴으로써 인공지능을 접한 사용자들이 인공지능에 대해 현재까지 형성하고 있는 인식을 분석하였다. 독립변인은 낙관성, 투명성, 윤리의식, 이용자 중심성이며 독립변인의 영향을 받는 잠재변인으로 지각된 유용성 과 지각된 사용용이성이 포함되었고 종속변인으로 이용의도를 잠재변수로 정의하였다. 2020년 9월 5일~10월 12일까지 전국의 만 17세 이상 남녀를 대상으로 실시한 온·오프라인 설문조사 결과(N=260)가 구조방정식 모형분석에 활용되었다. 연구결과는 첫째, 낙관성은 지각된 유용성과 사용용이성에 유의미한 정적 영향을 미쳤다. 둘째, 윤리적 인식(투명성, 윤리의식, 이용자중심성)은 지각된 유용성과 사용용이성에 유의미한 영향이 나타나지 않았다. 셋째, 지각된 유용성과 사용용이성은 최종적으로 이용의도에 유의미한 정적 영향을 미치는 것으로 확인되었다. 넷째, 지각된 유용성이 사용용이성에 비해 비교적 높은 영향력을 나타냈다. 연구의 결과는 인공지능 기술발전의 초기 단계에서 윤리성 인식을 높이기 위한 다각적인 노력의 기초 자료로서 중요한 토대가 될 수 있다.

This study analyzed the perception formed by artificial intelligence users by converging technology readiness index and technology acceptance models and expanding them to models considering artificial intelligence ethics in order to find out the impact of technology acceptance and ethics. Independent variables include optimism, transparency, ethical awareness, user-centeredness, perceived usefulness and perceived ease of use as potential variables affected by independent variables, and defined the intention of use as potential variables as dependent variables. The survey results from an online and offline of men and women aged over 17 years old across the country (N=260) from September 5 to October 12, 2020 were used in the analysis. The findings, first, showed that optimism had a significant static effect on perceived usefulness and ease of use. Second, ethical awareness (transparency, ethical awareness, user-centeredness) did not have a significant impact on perceived usefulness and ease of use. Third, perceived usefulness and ease of use are finally found to have a significant static effect on the intention of use. Fourth, perceived usefulness has a relatively high influence over ease of use.

키워드

참고문헌

  1. K. Siau, W. Wang. (2020). Artificial Intelligence(AI) Ethics: Ethics of AI and Ethical AI, Journal of Database Management, 31(2), 74-87. https://doi.org/10.4018/jdm.2020040105
  2. The Arm. (2020). AI Today, AI Tomorrow; The Arm 2020 Global AI Survey.
  3. National Information Society Agency. (2019). Guidelines for Artificial Intelligence Ethics-Cases of Japan and EU, NIA.
  4. N. Cointe, G. Bonnet, O. Boissier. (2016). Ethical Judgment of Agents' Behaviors in Multi-agent Systems, AAMAS, 1106-1114.
  5. L. Rothenberger, B. Fabian, E. Arunov. (2019). Relevance of Ethical Guidelines for Artificial Intelligence - A Survey and Evaluation, In Proceedings of the 27th European Conference on Information Systems(ECIS),1-11.
  6. A. Jobin, M.Ienca, E. Vayena. (2019). The Global Landscape of AI Ethics Guidelines, Nature Machine Intelligence, 1(September), 389-399. https://doi.org/10.1038/s42256-019-0088-2
  7. R. Walczuch, J. Lemmink, S. Streukens. (2007), The effect of service employees' technology readiness on technology acceptance, Information & Management, 44(2), 206-215. https://doi.org/10.1016/j.im.2006.12.005
  8. C.S. H. Lin, H.Y. Shih, P. J. Sher. (2007), Integrating Technology Readiness into Technology Acceptance: The TRAM Model, Psychology & Marketing, 24(7), 641-657. https://doi.org/10.1002/mar.20177
  9. C. Colby, C. ThibodeaSux. (2000), Ready or Not? What Consumer Really Think about Technology," 2000, International CES, Jan, 6-9, Las Vegas, Nevada, USA.
  10. H.S. Yi. (2019). The Effect of Consumer's Technology Acceptance and Resistance on Intention to Use of Voice Recognition Artificial Intelligence(VRAI). Doctoral Thesis, Graduate School, Kyungpook National University.
  11. I. Nam, S.K. Kim, D. Jeong, Y.J. Kim, H. Park. (2017). A Study on Software Quality Divide Based on Technology Acceptance Model, Journal of Information Technology and Architecture, 14(1), 45-54.
  12. F.D. Davis. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, MIS Quarterly, 13(3), 319-339. https://doi.org/10.2307/249008
  13. V. Venkatesh, M.G. Morris. (2000). Why don't men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and usage behavior, MIS Quarterly, 115-139.
  14. H.J. Jang, G.Y. Noh. (2017). Extended Technology Acceptance Model of VR Head-Mounted Display in Early Stage of Diffusion, Journal of Digital Convergence, 15(5), 353-361. https://doi.org/10.14400/JDC.2017.15.5.353
  15. T. Shim, S. Yoon. (2020). A Study on the Effect of Online Shopping Mall Characteristics on Consumers' Emotional Response, Perceived Value and Intention to Revisit Based on the Extended Technology Acceptance Model(TAM2), Journal of the Korea Academia-Industrial Cooperation Society, 21(4), 374-383.
  16. B. Mittelstadt. (2019). Principles alone cannot guarantee ethical AI. Nature Machine Intelligence, 1(11), 501-507. https://doi.org/10.1038/s42256-019-0114-4
  17. C. H. Lin, H. Y. Shih, P. J. Sher. (2007), Integrating Technology Readiness into Technology Acceptance: The TRAM Model. Psychology & Marketing, 24(7), 641-657. https://doi.org/10.1002/mar.20177
  18. A. Parasuraman, C. L. Colby. (2015). An Updated and Streamlined Technology Readiness Index: TRI 2.0. Journal of Service Research, 18(1), 59-74. https://doi.org/10.1177/1094670514539730
  19. J.C. Oh, S.J. Yoon, Y. Wu. (2010). A Study on Factors of Intention toward Using Mobile Internet Service: Revised TRAM, Journal of the Korea Service Management Society, 11(5), 127-148. https://doi.org/10.15706/jksms.2010.11.5.006
  20. Y.S. Park, S.I. Lee. (2007). Consumer Resistance, Mobile Internet, TAM, Technology Acceptance Model. Korean Management Review, 36(7), 1811-1841.
  21. M.J. Kim, J.S. Baek, M.G. Yoon. (2008). A Study on the Intention of Use for Airline Kiosk by TRAM Model. Aviation Management Society of Korea, Proceedings of Conference in Spring, 2008, 237-244.