• The Journal of the Korea Contents Association
• /
• v.21 no.4
• /
• pp.205-219
• /
• 2021

The present study identified determinants to user acceptance of artificial intelligence(AI)-based news anchor. Our conceptual model included three constructs of ability, benevolence, and integrity to determine whether these three constructs are predictive of trust perceived from AI news anchor. This work further examined the influences of social presence, anthropomorphism, perceived usefulness, understanding as well as trust as immediate determinants to user acceptance. The conceptual model was validated on survey data collected from 513 respondents. A series of scale refinement process was conducted by the examination of data normality, common method bias, structure of latent variables as well as internal consistency. In addition, a confirmatory factor analysis was performed to assess the extent to which the sample data collected from survey study measures the constructs adequately. The results from the analysis of structural equation model indicated that, (1) two constructs of ability and integrity were found to be significantly predictive of perceived trust, and (2) anthropomorphism, perceived usefulness, and trust emerged as significant and positive predictors of user acceptance of AI-based news anchor.