중국 이커머스 AI 큐레이션 서비스의 지각된 유용성, 사용자 저항, 사용의도에 대한 연구

As the artificial intelligence industry rapidly expands, AI curation services have emerged as a significant aspect of digital marketing in e-commerce. In China, a country with a vast consumer base, these e-commerce AI curation services are growing rapidly and becoming a critical part of corporate competitiveness. By applying AI curation services, information can be delivered more efficiently, and personalized recommendations can be provided, thereby facilitating consumers’ purchase decisions. However, new technologies sometimes evoke user resistance, negatively impacting consumer adoption. Therefore, this study analyzes the intentions to use AI Curation Services on Chinese e-commerce platforms by examining factors related to AI curation service characteristics and innovation characteristics. The findings of the study are as follows: First, among the factors of AI curation service characteristics, Personalization positively influenced perceived usefulness. Second, among the innovation characteristic factors, the relative advantage had a significant negative effect on user resistance, and the perceived risk had a significant positive effect on user resistance. Finally, perceived usefulness positively affected intentions to use, while user resistance negatively influenced intentions to use. In particular, perceived usefulness had a relatively higher impact on intention to use than user resistance. These findings may provide an important theoretical basis for the development and future research of e-commerce and AI curation services.