대형언어모델 기반 챗봇의 이용 의도에 영향을 미치는 요인에 관한 연구

초록

Purpose: The objective of this study was to propose substantive recommendations by analyzing the factors influencing the intention to utilize chatbots based on large language model from the perspective of innovation diffusion. Methods: To investigate users’ intention to utilize chatbots based on large language models, this study conducted hypothesis testing within the proposed research model. A covariance-based structural equation modeling (CB-SEM) analysis was employed to examine the collected data. The data was gathered from 351 general consumers over 10 years of age through an online survey conducted over a one-week period in June 2024. Results: The findings of this study are as follows. It was determined that relative advantage and image, among the attributes of innovation, had a significant effect on perceived usefulness and enjoyment. Additionally, interactivity, social presence, and personalization, among the characteristics of chatbots, had a significant effect on perceived usefulness and enjoyment. The coefficients of determination for perceived usefulness, perceived enjoyment, and intention to use demonstrate a respectively high level of explanatory and predictive power. Conclusion: It is imperative to develop a research and development strategy that realizes both utilitarian (perceived usefulness) and hedonic (perceived enjoyment) values, enabling consumers to enhance their quality of life and derive satisfaction from their daily activities through the use of chatbots based on large language models.

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