What factors influence Korean university students' continued intention to use generative AI? : Focusing on TAM and ECM
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This study investigates the factors influencing the continuous use intention of generative AI among Korean university students. Specifically, the study utilized the Technology Acceptance Model(TAM) and Expectation Confirmation Model(ECM) to investigate these factors. Data collection was conducted online targeting students from three universities located in the metropolitan area, following a pilot test of the survey items, from early May to mid-June 2023. Through this study, key factors affecting students' intentions to continue using generative AI were identified. The findings are as follows. First, EC(Expectation Confirmation) was found to be a significant factor influencing students' continuous use intention of generative AI. Second, ATT towards generative AI was identified as having a direct significant impact on the CUI among university students. Third, PU emerged as an important factor in shaping students' intentions to continue using generative AI. Fourth, SAT played a crucial role in forming students' intentions to continue using generative AI. Fifth, PEOU was found to have no significant impact on STF or ATT towards generative AI. Based on these findings, the current study presents additional discussions and implications.
Abstract
This study investigates the factors influencing the continuous use intention of generative AI among Korean university students. Specifically, the study utilized the Technology Acceptance Model(TAM) and Expectation Confirmation Model(ECM) to investigate these factors. Data collection was conducted online targeting students from three universities located in the metropolitan area, following a pilot test of the survey items, from early May to mid-June 2023. Through this study, key factors affecting students' intentions to continue using generative AI were identified. The findings are as follows. First, EC(Expectation Confirmation) was found to be a significant factor influencing students' continuous use intention of generative AI. Second, ATT towards generative AI was identified as having a direct significant impact on the CUI among university students. Third, PU emerged as an important factor in shaping students' intentions to continue using generative AI. Fourth, SAT played a crucial role in forming students' intentions to continue using generative AI. Fifth, PEOU was found to have no significant impact on STF or ATT towards generative AI. Based on these findings, the current study presents additional discussions and implications.
참고문헌 (47)
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