생성형 AI 기반 디자인 결과물에 대한 평가가 지속 사용 의도에 미치는 영향

Abstract

This study examines how users' evaluations of design outputs created by generative artificial intelligence (AI) impact their intention to continue using the technology. As generative AI becomes more prevalent in creative fields like fashion design, industry professionals exhibit a range of reactions—from skepticism to high satisfaction. We suggest that these differing responses arise from how users assess the quality of AI-generated designs, which in turn influences their perceptions of usefulness, value, enjoyment, and willingness to reuse the tool. In September 2024, we conducted an online survey in which participants reviewed AI-generated shoe designs and answered questions regarding their design evaluations, perceived usefulness, value, enjoyment, and intention to use the technology again. A total of 190 valid responses were analyzed using SPSS 26.0 and PROCESS Macro Model 4. The results demonstrated that positive evaluations of AI-generated designs significantly increased users' intentions to continue using the technology. Moreover, this relationship was mediated by perceived usefulness and perceived value, while the mediating effect of perceived enjoyment was not supported. This study contributes to the literature by clarifying the psychological mechanisms that drive engagement with generative AI in fashion design. Practically, our findings indicate that improving the quality and creative appeal of AI-generated outputs is crucial for promoting long-term adoption in the fashion industry.