학생들의 학습에 있어서 생성형 AI 이용에 대한 실증 연구: 챗봇 서비스 품질, 신뢰, 만족, 지속 이용의도를 중심으로
An Empirical Study on the Utilization of Generative AI in University Students' Learning: Focusing on Generative AI Chatbot Service Quality, Trusts, Satisfaction, and Intention to Continue Use
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초록
생성형 인공지능 기술 발전에 따라 교육 분야에서 학생들의 활용이 급증하고 있다. 본 연구는 학생들이 학습을 위해 이용하는 챗봇과 관련된 인지적 특성이 만족과 지속 이용의도에 미치는 영향 관계를 분석하였다. 본 연구에서는 자극-조직화-반응 프레임워크을 이용해서 연구의 이론적 프레임워크를 개발하였다. 이 이론적 프레임워크를 토대로, 챗봇 서비스 품질, 서비스 신뢰, 서비스 제공자 신뢰, 만족, 이용의도의 관계를 분석하고자 하였다. 생성형 인공지능 챗봇 이용 경험이 있는 학생들을 대상으로 온라인 설문조사를 수행하였다. 본 연구에서는 설문조사를 통해 수집된 데이터는 최소부분자승 구조방정식 접근법을 이용해서 분석하였다. 실증분석 결과, 학생들의 챗봇에 대한 인지된 서비스 품질은 서비스 신뢰와 서비스 제공자 신뢰에 영향을 미치는 것으로 나타났고, 더불어 챗봇에 대한 인지된 품질은 만족에 영향을 미치는 것으로 나타났다. 또한 챗봇 서비스 신뢰와 서비스 제공자 신뢰는 만족에 영향을 미치는 것으로 나타났다. 하지만, 챗봇 서비스 신뢰와 서비스 제공자 신뢰는 지속 이용의도에 영향을 미치지 않는 것으로 나타났다. 더불어, 챗봇 이용 만족은 지속 이용의도에 영향을 미치는 것으로 나타났다. 이러한 연구결과는 학생들의 챗봇 이용 만족과 지속 이용의도를 증대하는데 유용한 시사점을 제공해 줄 것이다.
Abstract
With the development of generative AI technologies, the use of AI chatbot by university students in education is increasing rapidly. This study analyzes the effect of generative AI chatbot used by students for digital learning on user cognitive characteristics, satisfaction, and behavioral intention. A conceptual framework for the research are developed using a stimulus-organism-response framework. Based on this theoretical framework, the study aim to analyze the relationships between chatbot service quality, service trust, service provider trust, satisfaction, and the intention to use. An online survey was conducted among university students who had experience using generative AI chatbot. The data collected through the survey were analyzed using a partial least squares structural equation modeling approach. The empirical analysis of this study revealed that the service quality of generative AI chatbots affects both perceived service trust and service provider trust, and also impacts satisfaction. Additionally, both perceived service trust and service provider trust influence satisfaction. However, perceived service trust and service provider trust do not impact the intention to continue use. In contrast, satisfaction with the generative AI chatbot significantly affects the intention to continue use. These findings provide valuable insights for enhancing satisfaction and encouraging the continued use of generative AI chatbots.
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