사용자가 인지하는 기능적, 유희적 경험가치가 챗GPT의 재사용 의도에 미치는 영향
The Role of Functional and Playful Experiential Value on the Intention to Use ChatGPT
- 발행
- 2024
- 소속·발행
- 이화여자대학교
- 출처
- 국내 KCI
- DOI
- 10.9716/KITS.2024.23.1.081
- 원문등록
- 2024-03-12
- 원문
- 원문 보기 ↗
개념
키워드
ChatGPT, Generative AI, Experiential Value, Technological Efficacy, ChatGPT, Generative AI, Experiential Value, Technological Efficacy
초록
ChatGPT, a generative artificial intelligence(AI) technology that analyzes conversations to identify users' intentions and generates responses in consideration of the context of the conversation, is attracting attention from a user interface (UI) perspective that it can provide information through natural conversations with users. This study examined the effect of functional and playful values experienced by early users of ChatGPT on reuse intention and verified the structural relationship between technological efficacy, experiential values, and reuse intention. To verify the research model and hypotheses, a survey was conducted on college students who used ChatGPT for the first time. A total of 156 responses were received and 154 responses were used for analysis. As a result, both the functional experiential value and playful experiential value in the initial use process had significant effects on the intention to use ChatGPT. In addition, it was found that technological efficiency had a significant effect on functional and playful experiential values.