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생성형 AI에 대한 감정요인이 AI 리터러시와 프라이버시 우려에 미치는 영향

The Impact of Emotional Factors towards Generative AI on AI Literacy and Privacy Concerns

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키워드

주제분류경영학

초록

본 연구는 생성형 인공지능(AI)에 대한 감정, 특히 불안감과 친숙함이 AI 리터러시와 프라이버시 우려에 미치는 영향을 분석한다. 20세 이상 국민을 대상으로 수집한 생성형 AI 및 관련 서비스 이용자 500명의 온라인 설문자료를 SmartPLS(v4.1) 를 활용하여 분석하였다. 구성개념 중 2차 요인으로 AI 리터러시와 테크노포비아를 설정하였으며, PLS-SEM의 고차모델 분 석 방법 중 분리된 2단계 접근법을 사용하였다. 연구 결과, AI에 대한 감정 요인이 AI 리터러시를 향상시켜 프라이버시 우 려를 증가시키는 것으로 나타났다. AI 리터러시가 높은 개인은 AI의 복잡성과 잠재적 위험을 더 깊이 이해하여 프라이 버시에 대한 우려가 증가한다. 또한, AI에 대한 불안감과 친숙성이 모두 AI 리터러시에 긍정적인 영향을 미치며, 이는 사용자의 AI에 대한 감정이 기술적 지식을 넘어 AI 리터러시 향상에 중요한 역할을 한다는 것을 시사한다. 이에 따라, AI 리터러시 강화를 통해 개인의 프라이버시를 보호하고 AI 기술의 안전하고 신뢰할 수 있는 사용을 촉진하는 것이 중 요하다. 본 연구는 생성형 AI 기술의 발전에 따라 프라이버시 우려를 해결하기 위한 구체적인 전략을 제시하며, AI에 대한 깊은 이해가 효과적인 프라이버시 보호 조치를 마련하는 데 기여할 수 있는 시사점을 제시하였다.

Abstract

This study explores the role of emotions, specifically anxiety and familiarity, in shaping AI literacy and privacy concerns related to generative AI. Based on an online survey of 500 users of generative AI services, analysis was conducted using SmartPLS. AI literacy and technophobia were defined as second-order constructs, with a disjoint two-stage approach used for the PLS-SEM. The findings show that emotions towards AI significantly enhance AI literacy, which in turn heightens privacy concerns. Individuals with higher AI literacy have a deeper understanding of the technology's complexities and risks, making them more vigilant about privacy. Both familiarity and anxiety were found to positively influence AI literacy, highlighting the importance of emotional engagement in fostering a deeper understanding of AI beyond technical knowledge. The study underscores the need to strengthen AI literacy, not only to protect personal privacy but also to encourage responsible use of AI technologies. It proposes strategies to reduce privacy concerns as generative AI evolves, suggesting that a nuanced understanding of AI can improve privacy protection. Ultimately, the research concludes that enhancing AI literacy through education is crucial for safeguarding privacy and ensuring the ethical use of AI in an increasingly AI-driven world.

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