AI 금융 추천 시스템의 사용자 신뢰 형성에 대한 연구: 자율성 인식의 매개 역할을 중심으로

초록

This study aims to investigate how users' perceptions of AI financial recommendation systems affect their perceived decision autonomy and subsequent trust in the system. Drawing on self-determination theory (SDT), we propose that when users recognize system characteristics as transparent, explainable, fair, and secure, their sense of autonomy is enhanced, ultimately fostering stronger trust toward the AI system. Furthermore, we also verified the role of perceived authenticity. To empirically test the research model, we conducted a survey and analyzed the data using structural equation modeling (SEM). The results show that all four system characteristics—transparency, explainability, fairness, and data security— have a significant positive effect on users’ perceived decision autonomy. Perceived autonomy significantly influences users' trust in the AI financial recommendation system and perceived authenticity enhanced user’s trust toward AI system. These findings offer theoretical insights into the psychological mechanisms underpinning trust formation in AI systems and highlight the practical importance of designing AI services that support user autonomy.

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