AI 추천에 대한 소비자 우려가 심리적 반발에 미치는 영향과 독립적 자기해석의 조절효과

This study aims to analyze the impact of consumers’ concerns about autonomy infringement, privacy, and filter bubbles regarding technologically evolving and gradually expanding AI recommendations on psychological reactance, and to analyze the moderating effect of independent self-construal. To this end, an online survey was conducted targeting 500 women in their 20s to 40s who had experience using a fashion platform with AI recommendations, and the collected data was statistically analyzed. The main results are as follows. First, respondents in their 40s had significantly higher concerns about autonomy infringement and psychological reactance than those in their 20s and 30s. In addition, respondents with a college degree and graduate school or higher showed significantly higher privacy concerns than those with a high school diploma or lower. Second, consumer concerns about AI recommendations(autonomy infringement, filter bubble, privacy) were all found to have a significant positive effect on psychological reactance. Third, consumers' independent self-construal tendency was found to have a moderating effect that strengthens the influence of consumer concerns about autonomy infringement on psychological reactance. This study is differentiated in that it expands the psychological reactance theory and reveals the level of consumers' multidimensional concerns about AI recommendations and their influence on psychological reactance. In addition, this study has academic significance in that it reveals the impact of independent self-construal, as an individual's psychological tendency, on the relationship between concerns about autonomy infringement and psychological reactance. Based on the results, practical implications for improving consumer satisfaction in AI recommendation-based decision making were proposed.