AI 리터러시가 MICE 산업 종사자의 AI 수용과 사용 행동에 미치는 영향: UTAUT2 모델을 적용하여
The Impact of AI Literacy on AI Adoption and Use Behavior among MICE Industry Professionals: An Application of the UTAUT2 Model
- 발행
- 2026 등록KCI API에는 발행일 항목이 없어 원문 등록일을 쓰고 있습니다. 실측으로 발행보다 최대 6년 늦습니다 — 재수집하면 발행연월로 바뀝니다.
- 소속·발행
- 한림국제대학원대학교
- 출처
- 국내 KCI
- DOI
- 10.31927/asec.22.1.14
- 원문
- 원문 보기 ↗
개념
키워드
MICE 산업, AI 리터러시, 통합기술수용이론 2, 수용의도, 사용행동, MICE industry, AI literacy, UTAUT2, Adoption intention, Use behavio
초록
Purpose –This study investigates how AI literacy among MICE industry employees shapes technology acceptance and AI use behavior by applying an extended UTAUT2 framework.
 Design, data, and methodology –Survey data from 150 MICE industry employees were analyzed with SPSS and AMOS using descriptive statistics, reliability tests, EFA/CFA, and structural equation modeling.
 Result –AI literacy positively affected all UTAUT2-related perception factors. For acceptance intention, performance expectancy, social influence, hedonic motivation, and habit were significant positive predictors, while effort expectancy, facilitating conditions, price value, and trust were not. Intention showed a very strong positive effect on actual use behavior.
 Conclusions –AI literacy is a key antecedent that strengthens the acceptance-related perception structure in the MICE context, and intention is the critical mechanism translating perceptions into actual AI use.