인공지능 기반 서비스 이용에 있어서 개인의 정보평가 성향의 영향: 프라이버시 염려 및 보호 행동과의 조절된 매개효과 분석

The expectation that artificial intelligence technology can enhance service efficiency and user convenience by providing personalized services to individual citizens is accompanied by ongoing concerns regarding the accuracy and reliability of information, as well as the risk of personal data breaches. In this context, the purpose of this study is to empirically verify the impacts of user expectations regarding positive experiences with AI-based services, privacy concerns related to AI, and individual attitudes toward information evaluation and privacy-protective behaviors. For empirical analysis, the study analyzed data from the 2023 User Panel Survey on Intelligent Information Society conducted by the Korea Information Society Development Institute, focusing on 543 respondents who have experience using AI-based services. Furthermore, conditional process analysis was utilized to test the hypotheses regarding the relationships among the variables. The results indicate that, first, user experiences with generative AI increase levels of privacy concerns and strengthen protective behaviors, indirectly inhibiting service usage. Second, individual information evaluation tendencies amplify the negative effects on service usage through interactions with privacy awareness and protective behaviors. Third, significant differences in privacy-related perceptions and protective behaviors, as well as service usage, were observed based on age and income levels. The findings suggest the need for ensuring the accuracy and reliability of information in AI-based services and strengthening privacy management systems. Additionally, enhancing AI literacy related to users’ information evaluation capabilities is identified as a key challenge for effective service utilization and sound decision-making.