ChatGPT 특성과 자기결정이론 기반 사용자 요인이 지속적 이용의도에 미치는 영향

초록

The purpose of this study is to identify the factors influencing the intention to continue use Generative AI and to empirically examine their relationships. For this purpose, ChatGPT, one of the representative services of Generative AI, was selected as the research subject. Through a theoretical review, the characteristics of ChatGPT and user attributes based on Self-Determination Theory were derived, and their effects on flow and satisfaction, as well as on intention to continue use, were investigated. To test the hypotheses, a survey was conducted and the data were analyzed using structural equation modeling(SEM). The results indicate that knowledge rareness, intelligence and autonomy, competence, and relatedness all have positive effects on flow and satisfaction. Flow toward ChatGPT was found to positively influence both satisfaction and intention to continue use, while satisfaction also had a significant effect on intention to continue use. These findings provide theoretical insights into the factors affecting the continuance intention of Generative AI and offer practical implications for the design and management of such services.

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