챗GPT 특성, 지각된 유용성, 지속이용의도 간의 구조관계 분석: 호텔⋅외식경영학 전공 대학생들을 중심으로

In the hotel and food service industries, the number of cases using artificial intelligence technology such as ChatGPT in marketing strategies is steadily increasing. It is expected that various artificial intelligence technologies will be introduced in the future to provide new experiences and further enhance customer relationships. This study identified the influence relationships among ChatGPT characteristics, perceived usefulness, and continuous use intention, which provides information by efficiently organizing existing knowledge, in university education. This study was conducted using a structural equation model(SEM) with SPSS 26.0 and AMOS 20.0 to investigate the causal relationship between ChatGPT characteristics, perceived usefulness, and continuous use intention among college students majoring in hotel and food service management. As a result of the study, first, the relationship between ChatGPT characteristics and perceived usefulness of university students majoring in hotel and food service management did not show any significant relationship between reliability and recency, but informationality and interest had a significant effect on perceived usefulness. Second, perceived usefulness influenced continuous use intention. Based on these results, this study seeks to present guidelines and practical implications for students to effectively use ChatGPT to enhance their university education capabilities. In addition, by conducting theoretical considerations related to the characteristics of ChatGPT, this study seeks to contribute to the academic discourse as a pioneering study.