생성형 AI에 대한 신뢰와 구매의도: 촉진과 억제요인 중심으로

The rapid advancement of Generative AI technology has fundamentally transformed consumers' information gathering and decision-making processes. Recent social security issues, such as SKT’s large-scale personal information breach, have further highlighted the critical importance of reliability and personal information protection in digital services. This study empirically examined the enabling and inhibiting factors that influence users' purchase intention and trust formation regarding Generative AI technology, centered on dual-factor theory. Data from 376 Generative AI users ranging from 10s to 50s were collected through an online survey and analyzed using PLS-SEM. The research findings confirmed the positive(+) effects of generative AI information quality on users' purchase intention and trust. Furthermore, the study identified the dual role of information quality, which simultaneously promotes purchase intention while heightening privacy concerns that inhibit purchase intention. Additionally, the positive(+) effects of perceived security and relative advantage of Generative AI on users' purchase intention and trust were confirmed through the mediation of information quality. This study provides empirical foundation for enhancing the adoption of Generative AI technology by identifying key factors that influence trust formation and technology adoption of Generative AI in the digital environment that have become sensitive due to recent security issues.