AI 에이전트의 지각된 특성이 중소기업 구성원들의 지속사용 의도에 미치는 영향 및 AI 리터러시의 조절 효과 : 가치 기반 수용 모델, 통합 기술 수용 이론의 복합적 활용을 중심으로

초록

This study analyzed and verified the variables that significantly influence the continuous use intention of AI agents based on a hybrid model combining ‘value-based acceptance model’ (VAM) and ‘unified theory of acceptance and use of technology’ (UTAUT1). Furthermore, this study attempted to apply and extend the integrated model by adding ‘AI literacy’—a core concept confirmed to be of strategic importance through a literature review. The results confirmed that perceived benefits (perceived usefulness, perceived enjoyment), performance expectancy, efforts expectancy, social influence, facilitating conditions, and AI literacy all had significant positive (+) effects on the continuous use intention, while perceived sacrifices (technical complexity, perceived costs) of VAM had significant negative (-) effect. AI literacy was proven to have significantly positive (+) moderating effects on the relationship between the other independent variables and continuous use intention. Through these results, this study presented theoretical, practical, and political implications for sustainable growth, popularization and activation of AI agents. Furthermore, this study proposed an in-depth and expanded methodology for the creative application of analytical models related to new technologies.

키워드