소비자의 기술수용과 저항이 인공지능(AI) 사용의도에 미치는 영향

With the development of artificial intelligence (AI), there is a growing need and interest in research on services and products based on artificial intelligence. In this study, the Technology Readiness and Acceptance Model (TRAM), which combines the Technology Readiness Index (TRI) and the Technology Acceptance Model (TAM), was used to develop research model. The research model also used consumer resistance factors and analyze the influence of consumers on the intention to use AI based services and products. We conducted on-line and offline surveys in March and June 2019 to collect data. A total of 252 questionnaires were used in this study. Statistical analysis was performed using SPSS 22 and AMOS 22. As a result, the hypothesis that the cost rationality, suitability, and social effects, which are the resistance factors to AI products, would have a significant effect on consumer resistance was adopted. Consumer resistance has a significant effect on consumers" intention to use. TRI"s activity factors such as optimism, innovativeness, inconvenience and anxiety factors had a significant effect on perceived usefulness. The hypothesis that ease of use had a significant effect on perceived usefulness was adopted and rejected in intention to use. The implication of this study is that we can identify the importance of consumer resistance to innovative products and suggest strategic criteria for failure factor analysis on AI based services and product. It was also possible to clarify the relationship between the conceptual variables of TRI and TAM and to understand systematically the consumer behavior on AI based services and product by presenting a new research model for innovative technology products.