Factors Influencing the Intention to Use Generative AI Services : A Comparative Analysis of Digital Natives and Digital Immigrants

서지정보

· 발행기관 : 사단법인 한국벤처혁신학회
· 수록지 정보 : 벤처혁신연구 / 8권 / 1호 / 1 ~ 20페이지
· 저자명 : 정병규

초록

This study investigates the factors affecting the intention to use generative AI services, which have recently become a significant topic of interest. The primary focus of the research is to identify the differences in the intention to use between Digital Natives and Digital Immigrants. To achieve this, an empirical analysis was conducted based on survey responses from 200 participants in each group, resulting in a total sample size of 400 respondents. The results of the analysis revealed that perceived usefulness, perceived enjoyment, and social influence, categorized as benefit factors, had significant positive effects on the intention to use generative AI services. Among these, perceived usefulness exhibited the strongest influence, followed by social influence and perceived enjoyment. Conversely, AI hallucination, identified as a sacrifice factor, negatively impacted the intention to use generative AI services. The relative strength of these factors was observed in the following order: perceived usefulness, social influence, perceived enjoyment, and AI hallucination. Notably, security concerns did not show a statistically significant relationship with the intention to use generative AI services. When comparing the two groups, notable differences emerged. Both perceived usefulness and social influence significantly influenced the intention to use generative AI services in both Digital Natives and Digital Immigrants.
However, perceived enjoyment and AI hallucination significantly affected the intention to use only in the Digital Native group, with AI hallucination demonstrating the greatest impact. In contrast, security concerns significantly influenced the intention to use generative AI services only in the Digital Immigrant group, where perceived usefulness emerged as the most influential factor. These findings highlight the generational differences in the intention to use generative AI services and provide actionable insights. For Digital Natives, minimizing the effects of AI hallucinations and enhancing enjoyable, interactive features can improve the intention to use rates. For Digital Immigrants, addressing security concerns and emphasizing the practical utility of generative AI can foster trust and encourage use. This study’s results offer practical guidelines for developing inclusive strategies that cater to the unique needs of different generational groups, ultimately bridging the gap in the intention to use generative AI.

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