생성형 AI 도구 유용성과 AI 리터러시가 패션 창업의도에 미치는 영향
Impacts of Perceived Usefulness of Generative Artificial Intelligence Tools and Artificial Intelligence Literacy on Entrepreneurial Intention in Fashion
- 발행
- 2026 등록KCI API에는 발행일 항목이 없어 원문 등록일을 쓰고 있습니다. 실측으로 발행보다 최대 6년 늦습니다 — 재수집하면 발행연월로 바뀝니다.
- 소속·발행
- 부경대학교
- 출처
- 국내 KCI
- DOI
- 10.7233/jksc.2026.76.1.089
- 원문
- 원문 보기 ↗
개념
키워드
AI 리터러시, 창업의도, 창업 자기효능감, 생성형 AI 도구 유용성, 로컬 청년창업, 지각된 창업 리스크, AI literacy, entrepreneurial intention, entrepreneurial self-efficacy, generative AI tool usefulness, local youth entrepreneurship, perceived entrepreneurial risk
초록
This study investigates the effects of perceived usefulness of generative artificial intelligence (AI) tools and AI literacy on entrepreneurial intention in fashion, focusing on the mediating and moderating roles of entrepreneurial self-efficacy and perceived entrepreneurial risk, respectively. Survey data were collected from 200 local aspiring youth entrepreneurs and analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS 4.0. The results reveal that AI literacy has a significant positive effect on entrepreneurial self-efficacy, whereas perceived usefulness of generative AI tools does not have a significant influence. Entrepreneurial self-efficacy, in turn, positively affects entrepreneurial intention and mediates the relationship between AI literacy and entrepreneurial intention. However, no mediating effect is found for perceived usefulness of generative AI tools. In addition, perceived entrepreneurial risk negatively moderates the relationship between entrepreneurial self-efficacy and entrepreneurial intention, indicating that higher levels of perceived risk weaken the positive effect of self-efficacy on entrepreneurial intention. These finding