소비자 혁신성과 기술수용모형을 활용한 AI 코칭 서비스 사용의도 : 스크린골프 이용자를 대상으로

Abstract

This study examined how screen golf users’ innovativeness and their perceptions of technology acceptance affect the usage intention of AI coaching services. As AI technology becomes increasingly integrated into sports, AI-based coaching services in screen golf highlight the need to understand users' technology acceptance and usage behavior. This study incorporates consumer innovativeness as a preceding factor in Technology Acceptance Model (TAM) and empirically verifies its effects. A survey of 392 South Korean adults with AI coaching experience in screen golf was conducted, and hypotheses were tested using structural equation modeling. The relationships among consumer innovativeness (speed, hedonic value, sociality, cognitive value) and TAM variables (perceived usefulness, perceived ease of use, attitude toward use, continued usage intention) were analyzed. Results indicated that speed positively influences perceived usefulness and ease of use, while hedonic value affects ease of use. However, sociality and cognitive value had no significant effects. Perceived ease of use positively influenced perceived usefulness, and both significantly affected attitude toward use. Attitude toward use positively impacted continual usage intention. For effective AI coaching adoption, intuitive interfaces, real-time feedback, and personalized coaching should be prioritized. Additionally, marketing strategies addressing consumer innovativeness can enhance technology acceptance and long-term use.