스마트팩토리 특허 데이터를 활용한 기술주제 모델링 및 국가별 기술 네트워크 분석
A Structural Analysis of Generative AI Acceptance Based on User Experience
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초록
This study investigates the structural mechanisms underlying user acceptance of generative AI services by integrating cognitive and affective dimensions of user experience. Based on the Technology Acceptance Model, Expectation–Confirmation Theory, and flow theory, a research model was developed and tested through an online survey of 387 Korean users with more than three months of experience. Structural equation modeling confirmed that cognitive and affective responses significantly influence satisfaction and trust, which in turn predict loyalty, with trust showing the strongest direct effect. Satisfaction and trust also mediated these relationships, while flow strengthened the satisfaction–loyalty path and resistance to technology was not significant. These findings highlight the importance of incorporating emotional and experiential factors alongside functional aspects. Practical implications suggest that fostering trust, engagement, and perceived value is essential for sustaining loyalty in generative AI services.
Abstract
This study investigates the structural mechanisms underlying user acceptance of generative AI services by integrating cognitive and affective dimensions of user experience. Based on the Technology Acceptance Model, Expectation–Confirmation Theory, and flow theory, a research model was developed and tested through an online survey of 387 Korean users with more than three months of experience. Structural equation modeling confirmed that cognitive and affective responses significantly influence satisfaction and trust, which in turn predict loyalty, with trust showing the strongest direct effect. Satisfaction and trust also mediated these relationships, while flow strengthened the satisfaction–loyalty path and resistance to technology was not significant. These findings highlight the importance of incorporating emotional and experiential factors alongside functional aspects. Practical implications suggest that fostering trust, engagement, and perceived value is essential for sustaining loyalty in generative AI services.