스타트업의 생성형 AI 챗봇 사용경험이 서비스 가치 인식 및 지속 수용의도에 미치는 영향 분석

초록

This study empirically analyzes the impact of the experience of using generative AI-based chatbots in startup environments, specifically the perceived benefits (usefulness, pleasure) and sacrifices (technical difficulties, cost), on adoption intention through perceived value. Recently, generative AI-based chatbots have been recognized as essential tools for efficiently utilizing limited resources and solving business problems to overcome the liabilities of newness that startups face. In technology-based startup environments, where resource scarcity, business planning, and problem-solving are major challenges, there is a growing demand for specific utilization strategies and practical guidelines for implementing generative AI-based chatbots in business operations. To address this, this study conducted an empirical analysis through an online survey targeting startups in the domestic IT sector. The analysis results showed that perceived usefulness and pleasure had a significantly positive influence on perceived value, while perceived cost had a negative impact. In contrast, technical difficulties were found to have no significant effect on perceived value. This result suggests that startup practitioners do not perceive technical difficulties as a major barrier to AI-based chatbot adoption, and that the perceived usefulness and cost play a more crucial role in adoption. Additionally, perceived value positively influenced adoption intention as a mediating variable(path coefficient 0.364, t=6.511 p<0.001), supporting the notion that the value offered by generative AI-based chatbot technology leads to its adoption by startups. This study is crucial in that it conducted an empirical study on IT startups in the context of the limited existing research accumulation on generative AI-based chatbots. Moreover, it is also meaningful that this study applied the Value-Based Adoption Model(VAM), incorporating not only the benefit factors traditionally discussed in the adoption of generative AI-based chatbot technology but also sacrifice factors. As a result, this approach demonstrated an unexpected vital relationship between the sacrifice factor(technical difficulties) and perceived value in the adoption process. Lastly, this study provides practical implications and guidelines for both startups and ecosystem stakeholders of generative AI-based chatbot.

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