학습 도구로서 ChatGPT로의 전환의도 분석: Push-Pull-Mooring 이론 활용
Analysis of Switching Intention to ChatGPT as a Learning Tool: Applying Push-Pull-Mooring Theory
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
본 연구는 기존 학습 도구나 인터넷 검색을 대체할 강력한 대안으로 자리 잡고 있는 ChatGPT로의 전환 의도에영향을 미치는 요인을 규명하고자 Push-Pull-Mooring(PPM) 프레임워크를 활용하여 연구 모형을 설정했다. Push 요인으로는 전통적 강의 환경의 한계와 즉각적인 피드백 부족을, Pull 요인으로는 접근 용이성과 개인화된 학습 경험 제공을, Mooring 요인으로는 사회적 영향을 선정하고, 사회적 영향을 조절 변수로 설정하여 전환 의도에 미치는 영향을검증했다. 충남 지역 대학생을 대상으로 설문 조사를 실시하고 SPSS 27과 SmartPLS 4.0을 활용하여 자료를 분석한결과 Push 요인(전통적 강의 환경의 한계), Pull 요인(접근 용이성과 개인화된 학습 경험 제공), Mooring 요인(사회적영향)이 전환 의도에 유의미한 영향을 미치는 것으로 나타났다. 특히 사회적 영향의 조절 효과는 접근 용이성에서만유의미하게 확인되었으며, 이는 Z세대 대학생들의 의사결정 특성을 반영한 결과로 해석된다. 본 연구는 ChatGPT 전환의도 분석을 통해 혁신적 학습 도구의 활용 및 개발, 교육 전략 수립에 중요한 시사점을 제공할 것으로 기대한다.
Abstract
This study aims to identify the factors influencing the intention to switch to ChatGPT, which has emerged as a powerful alternative to traditional learning tools and internet searches, using the Push-Pull-Mooring (PPM) framework to establish a research model. The push factors include the limitations of traditional lecture environments and the lack of immediate feedback, while the pull factors are ease of access and the provision of personalized learning experiences. Social influence was selected as a mooring factor and set as a moderating variable to examine its effect on the intention to switch. A survey was conducted among university students in Chungcheongnam-do, and the data were analyzed using SPSS 27 and SmartPLS 4.0. The results revealed that push factors (limitations of traditional lecture environments), pull factors (ease of access and personalized learning experiences), and mooring factors (social influence) significantly affect the intention to switch. Notably, the moderating effect of social influence was significant only for ease of access, reflecting the decision-making characteristics of Generation Z university students. This study is expected to provide important insights into the utilization and development of innovative learning tools and the formulation of educational strategies through the analysis of ChatGPT switching intentions.
참고문헌 (33)
- H. J. Kim, "A Study on A Study on the University Education Plan Using ChatGPTfor University Students", Journal of the convergence on culture technology, 10(1), pp.71~79 (2024)
- E. S. Park, "Study on Competency Changes and Perception Differences of University Students Based on ChatGPT Utilization Experience", Korean Journal of General Education, 18(4), pp.35~57 (2024)
- E. Ravenstein, "The laws of migration: Second paper", Journal of the Royal Statistical Society, 52(2), pp.241~305 (1989)
- E. S. Lee, "A theory of migration", Demography, 3(1), pp.47~57 (1966)
- B. Moon, "Paradigms in migration research : exploring ‘moorings’ as a schema", Progress in Human Geography, 19(4), pp.504~524 (1995)
- J. Y. Lai, "An Empirical Study of Consumer Switching Behaviour towards Mobile Shopping : a Push-Pull-Mooring Model", International Journal of Mobile Communications, 10(4), pp.386~404 (2012)
- H. H. Chang, "Applying push-pull-mooring to investigate channel switching behaviors: M-shopping self-efficacy and switching costs as moderators", Electronic Commerce Research Applications, 24, pp.50~67 (2017)
- L. Wang, "Easy come or easy go? Empirical evidence on switching behaviors in mobile payment applications", Information &Management, 56 (2019)
- Y. H. Chen, "Utilizing the Push-Pull-Mooring-Habit framework to explore users’ intention to switch from offline to online real-person English learning platform", Internet Research, 29, pp.167~193 (2019)
- Y. Q. Jin, "A study on traditional teaching method transferring to e-learning under the Covid-19 pandemic : From Chinese students'perspectives", Frontiers in Psychology, 12, pp.632~787 (2021)
- H. J. Jung, "Empirical investigation of determinants influencing English teachers’ intention to switch augmented reality : Based on the Push-Pull-Mooring(PPM)framework", Multimedia-Assisted Language Learning, 24, pp.106~129 (2021)
- J. Y. Lai, "Switching attitudes of Taiwanese middle-aged and elderly patients toward cloud healthcare services : An exploratory study", Technological Forecasting and Social Change, 92, pp.155~167 (2015)
- C. Ranganathan, "Switching behavior of mobile users : do users' relational investments and demographics matter?", European Journal of Information Systems, 15, pp.269~276 (2006)
- K. Wu, "Understanding users’intention to switch personal cloud storage services : Evidence from the Chinese market", Computers in Human Behavior, 68, pp.300~314 (2017)
- P. Bawa, "Retention in online courses : Exploring issues and solutions—A literature review", Sage Open, 6, pp.1~11 (2016)
- C. L. Lin, "Factors influence students’ switching behavior to online learning under COVID-19 pandemic : A push–pull–mooring model perspective", The Asia-Pacific Education Researcher, 30, pp.229~245 (2021)
- J. Oh, "A Study on the Intention of ChatGPT Usage in the Characteristics of Generative Artificial Intelligence Services", Asia-pacific Journal of Convergent Research Interchange, 10(2), pp.265~282 (2024)
- D. Menon, "Chatting with ChatGPT" : Analyzing the factors influencing users’ intention to Use the Open AI’s ChatGPT using the UTAUT model", Heliyon, 9 (2023)
- I. A. Changalima, "Social influence and information quality on Generative AI use among business students", The International Journal of Management Education, 22 (2024)
- H. Jo, "Analyzing ChatGPT adoption drivers with the TOEK framework", Scientific reports, 13 (2023)
- W. W. Chin, "The partial least squares approach to structural equation modeling", Modern Methods Business Research, pp.295~336 (1998)
- D. Compeau, "Computer Self-Efficacy : Development of a Measure and Initial Test", MIS Quarterly, 19, pp.189~211 (1995)
- S. Wold, "Nonlinear PLS modeling", Chemometrics and Intelligent Laboratory Systems, 7, pp.53~65 (1989)
- G. K. Shin, "SmartPLS 3.0 Structural Equation Modeling" (2018), Cheongram Publishing
- D. Gefen, "A Practical Guide to Factorial Validity Using PLS-Graph : Tutorial and Annotated Example", Communications of the Association for Information Systems, 16(5), pp.91~109 (2005)
- C. Fornell, "Structural Equation Models with Unobservable Variables and Measurement Error : Algebra and Statistics", Journal of Marketing Research, 18, pp.382~388 (1981)
- J. C. Nunnally, "Psychometric Theory" (1987), McGraw-Hill
- K. Sijtsma, "On the Use, the Misuse, and the Very Limited Usefulness of Cronbach’s Alpha", Psychometrika, 74, pp.107~120 (2009)
- J. H. Cheah, "Convergent validity assessment of formatively measured constructs in PLS-SEM : On using single-item versus multi-item measures in redundancy analyses", International Journal of Contemporary Hospitality Management, 30 (2018)
- T. K. Dijkstra, "Consistent partial least squares path modeling", MIS Quarterly, 39, pp.297~316 (2015)
- R. P. Bagozzi, "On the Evaluation of Structural Equation Models", Journal of the Academy of Marketing Sciences, 16, pp.74~94 (1988)
- C. Fornell, "Structural Equation Models with Unobservable Variables and Measurement Error : Algebra and Statistics", Journal of Marketing Research, 18, pp.382~388 (1981)
- L. Clark, "Constructing validity : Basic issues in objective scale development", Psychological Assessment, 7, pp.309~319 (1995)