사용자 신뢰와 의인화가 ChatGPT의 지속적인 사용 의도에 미치는 영향

초록

Purpose The purpose of this study is to empirically investigate the factors that influence users' continuous intention to use ChatGPT based on the Expectation Confirmation Model(ECM). Drawing from the literature, this study identifies anthropomorphism and trust as key characteristics of generative AI and ChatGPT. Design/methodology/approach The research model was developed based on ECM and literature research to investigate the impacts of anthropomorphism and trust on continuous intention of using ChatGPT. In order to test the hypothese, a total of 193 questionnaires were collected and analyzed for the structural equation modeling with SmartPLS 4.0. Findings The study's findings show that all proposed hypotheses were supported, suggesting that the ECM is a valid framework for examining continuous intention of using ChatGPT. Moreover, the study stressed the crucial role of anthropomorphism in the model, showing the positive impact on expectation confirmation, perceived usefulness, and trust in ChatGPT. Also, trust positively affects perceived usefulness. These findings provide valuable insights for enhancing user satisfaction and continuous usage intention, serving as a foundation for development strategies for ChatGPT and similar AI-based systems.

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