행동추론이론(BRT)을 활용한 AI 기반 자율주행 선박의 수용․비수용 요인과 이용의도

Abstract

This study applied the Behavioral Reasoning Theory (BRT) to empirically analyze the acceptance and rejection factors influencing users’ attitudes and behavioral intentions toward AI-based autonomous ships. In the field of marine tourism, Maritime Autonomous Surface Ships (MASS) have recently attracted attention as both efficient transportation modes and innovative tourism resources; however, research on users’ socio-psychological acceptance remains limited. Accordingly, this study examined how change-oriented values affect acceptance factors (convenience, time saving, environmental friendliness) and rejection factors (weather conditions, safety concerns, psychological barriers), and how these factors shape users’ attitudes and behavioral intentions. A survey of 344 domestic respondents was conducted, and data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results revealed that change-oriented values positively influenced both acceptance and rejection factors. Among acceptance factors, time saving and environmental friendliness had significant positive effects on attitudes and behavioral intentions, while among rejection factors, weather conditions and safety concerns negatively affected both variables. In addition, attitudes showed a strong positive influence on behavioral intention. This study extends BRT to the marine tourism context, complementing existing technology acceptance models by identifying socio-psychological factors, and provides practical implications for autonomous ship policies emphasizing efficiency, eco-friendliness, and safety.