• The Journal of the Korea Contents Association
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• v.21 no.4
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• pp.193-204
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• 2021

Based on risk-benefit theory, this study examined a structural equation model accounting for the mechanisms through which affective perceptions of AI predicting individuals' support for the government's Ai policies. Four perceived characteristics of AI (i.e., usefulness, entertainment value, privacy concern, threat of human replacement) were investigated in relation to perceived benefits/risks, attitudes toward AI, and AI policy support, based on a nationwide sample of South Korea (N=352). The hypothesized model was well supported by the data: Perceived usefulness was a strong predictor of perceived benefit, which in turn predicted attitude and support. Perceived benefit and attitude played significant roles as mediators. Perceived entertainment value along with perceived usefulness and privacy concern predicted attitude, not perceived benefit. Neither attitude nor support was significantly associated with perceived risk which was predicted by privacy concern. Theoretical and practical implications of the results are discussed.

• Journal of The Korean Association of Information Education
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• v.26 no.1
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• pp.35-44
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• 2022

Previous studies showed that an improvement in attitude toward a subject affects academic achievement in the subject. The purpose of this study is to confirm that the AI education program causes changes in the AI attitude of gifted children in elementary school, and that the change in attitude leads to a change in literacy. In this study, we conducted an AI education program for gifted children, and analyze the effect of AI education program on the change in AI attitude AI literacy through pre- and post-test. The result of the analysis showed the statistically significant improvement of AI attitudes. In addition, through regression analysis it was found that the change in AI attitude has a statistically significant direct effect on the change in AI literacy. This study has a limitation in that self-evaluation was used to measure AI attitudes and literacy and conducted to a relatively small number of samples. Even though, it was also confirmed that the activities of making an AI programs experienced in real-life can cause changes in AI attitudes and literacy.

• Journal of The Korean Association of Information Education
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• v.24 no.5
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• pp.463-471
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• 2020

Humanity faces the fourth industrial revolution, a time of technological revolution by the collaboration of various industries including the fields of artificial intelligence(AI) and big data. Many countries are focused on fostering AI talent to prevail in the coming technological revolution. While Korea also provides some strategies to enhance the cultivation of AI talent, it is still difficult for Korean undergraduate students to get involved in AI studies. Through on the implementation of 'Big data analysis based AI education', which allows an easier approach to AI education, this paper examined the changes in the attitudes of undergraduate students regarding general AI education. 'Big data analysis based AI education' was provided at undergraduate level for 5.5 weeks (15 hours). The attitudes of undergraduate students were analyzed by pre-postmortem. The results showed there was a significant improvement in confidence and self-directed in regard to receiving AI education. With these results, further active research to develop basic AI education that also increases confidence and self-initiative can be expected.

• Smart Media Journal
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• v.12 no.8
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• pp.60-68
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• 2023

After COVID-19, hotel industry is rapidly experiencing changes in the business environment, and under the influence of the Fourth Industrial Revolution, hotel industry is striving to secure competitive advantages through differentiation, including the use of big data and the IoT in service provision, as well as the introduction of artificial intelligence(AI) robot services. This study analyzed the perceived value of AI robot services and their impact on usage attitudes and behavioral intentions of customers who have used hotels that have introduced AI robot services. The results of the study showed that the value of robot services perceived by customers who have used robot services in hotels is categorized into three dimensions: social, experiential, and functional, and all of them have a positive effect on usage attitudes, with social, functional, and experiential values having a positive effect on usage attitudes in that order. Attitude toward use was also analyzed to have a positive effect on behavioral intention, which is consistent with the value-attitude-behavior model. Therefore, it is necessary for hotels to improve the satisfaction of hotel guests through diversified services of AI robot service.

• Journal of The Korean Association of Information Education
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• v.25 no.3
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• pp.471-481
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• 2021

The purpose of this study is to analyze the effectiveness of AI convergence education program. To this end, the "Elementary Science AI Convergence Education Program for Machine Learning" developed in previous research were taught to elementary school students in the fourth to sixth grades in eight times. The quantitative changes of each factor were analyzed by R program, and the effectiveness of education was analyzed by Pearson correlation and paired samples t-test. As a result, there is a deep correlation between "Attitude to AI technology, Scientific preference and STEAM Literacy" and technical average has improved in many factors. Therefore, AI convergence education program is meaningful in terms of education, and if AI education and AI convergence education are implemented into the primary formal education curriculum, they will have a positive effect.

• Journal of The Korean Association of Information Education
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• v.24 no.4
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• pp.391-400
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• 2020

While artificial intelligence (AI) is attracting attention as a core technology in the era of the 4th industrial revolution, needs for artificial intelligence education to cultivate AI literacy is emerging. In this regard, we developed and applied a project-based AI education program for elementary and middle school students, and analyzed its effects. Participants were assigned into teams with three members, and each team engaged in a project-based AI education program for two nights and three days. In the project, they selected an real-world problem they wanted and devised an AI-enabled artifact to solve it. The effectiveness of the program was investigated with the changes in attitude and efficacy of learners toward artificial intelligence. The results showed that the AI project learning positively changed both attitudes and efficacy toward artificial intelligence at a statistically significant level. This change was more pronounced as the level of perceived programming skills increased, and the level of interest in the project learning increased.

• The Journal of the Korea Contents Association
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• v.20 no.10
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• pp.284-293
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• 2020

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.

• 한국벤처창업학회:학술대회논문집
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• 2021.11a
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• pp.125-128
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• 2021

한국은 2025년 전체 인구 중 65세 이상 인구가 20%을 상회하는 초고령 사회 진입이 전망되면서 노화수준에 맞는 고령친화적인 제품서비스 공급이 요구된다. 특히 시니어 소비자가 사용하기 편리한 인터페이스를 갖춘 서비스가 필요하다. 이에 시니어들은 노화(aging)에 대한 문제의식에 비용을 지불하며 젊은 소비자들과 유사한 소비행태를 보이고, 노화 수준별 건강 유지 및 건강 불안, 돌봄 공백, 사회적 고립 증가 등 사회문제가 복합적으로 심화되면서 고령친화적인 스마트한 Aging Service 공급이 요구된다. 이러한 시기와 맞물려 with코로나시대 시니어 소비자가 사용하기 편리한 인터페이스를 갖는 제품·서비스로 4차 산업혁명의 중심인 AI(Artificial Intelligence)와 정보통신 기술의 노력이 가시화되고 있다. 따라서 IT 기술에 덧입혀 시니어들의 욕구에 부합하는 AI 음성인식 기능을 탑재한 제품 및 서비스가 향후 고령친화산업 성장을 주도할 것으로 전망된다. 이에 본 연구는 '고령친화 AI 음성 O2O 서비스'의 서비스 가치가 태도와 이용의도에 영향을 미치는가를 분석하기 위해 선행이론을 토대로 전문가 델파이 방법을 통해 고령친화 AI 음성 O2O 서비스의 정의를 도출하고 실증분석으로 '고령친화 AI 음성 O2O 서비스'의 서비스가치(상황기반 제공성, 즉시연결성, 위치정확성)와 태도 및 이용의도간의 인과관계를 조사하기 위해 본 연구를 진행하였다.

• Smart Media Journal
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• v.13 no.1
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• pp.67-75
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• 2024

The purpose of this research is to investigate consumer responses to production recommendations by AI. In order to test hypotheses of this study, we conducted experimental study that was a 2(Brand reputation: high vs. low) X 2(Social comparison: high vs. low). The results of this study showed the interaction effects of brand reputation and social comparison on brand attitude. Based on the results, we provide theoretical implications to extent the existing research regarding product recommendations. Moreover, the results of this study provide some practical implications and a new aspect about AI recommendations.

• Journal of Convergence for Information Technology
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• v.7 no.4
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• pp.53-60
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• 2017

The purpose of this study was to identify the factors affecting intention and attitude of artificial intelligence technology(AI) of university students in healthcare using UTAUT model. Participants were 278 college students and the data were collected through self-reported questionnaire from May 15 to June 14, 2016. The collected data were analyzed using PASW Statistics/AMOS 22.0. The results were as follows. The effect of expectation factor, social influence, usefulness of work, anxiety factor had a significant effect on use of AI technology Intention. Factor of expectation effect, social influence, usefulness of work, anxiety factor had a significant effect on use of AI technology. As a result of verifying the significance of the indirect effect, it can be seen that the direct effect of the anxiety factor on the attitude factor is partially mediated by the use intention factor and the intention to use was partially mediated in the direct effect of the usefulness factor of the task on the attitude factor. This result means that it is important to increase the expectation factors, social effects, and perceived usefulness through accurate information based on facts and to reduce vague anxiety in order to increase the positive intention and attitude of university students' use of AI technology.