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http://dx.doi.org/10.5392/JKCA.2020.20.10.284

Predicting User Acceptance of Strong AI using Extension of Theory of Planned Behavior: Focused on the Age Group of 20s  

Rhee, Chang Seop (세종대학교 경영학부)
Rhee, Hyunjung (중앙대학교 융합교양학부)
Publication Information
The Journal of the Korea Contents Association / v.20, no.10, 2020 , pp. 284-293 More about this Journal
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.
Keywords
Strong AI; Theory of Planned Behavior; Technology Acceptance; Expectations and Anxieties;
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Times Cited By KSCI : 2  (Citation Analysis)
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