대학생의 창업지향성이 창의적 행동에 미치는 영향: 자기결정성과 생성형 AI 의존도의 역할

The rapid advancement of Artificial Intelligence (AI) and Software (SW) technologies has brought significant changes to university education and the youth entrepreneurship ecosystem. In particular, entrepreneurial orientation and creative behavior among university students have emerged as essential competencies in the era of the Fourth Industrial Revolution, underscoring the urgent need for educational initiatives to enhance these attributes. This study empirically examines the effects of entrepreneurial orientation and self-determination on creative behavior among students majoring in AI·SW convergence at Hanshin University. Additionally, it explores the moderating effect of generative AI dependence and the mediating role of self-determination in this relationship. A total of 270 questionnaires were distributed, and 239 valid responses were used for final analysis after excluding incomplete or insincere responses. Using SPSS 28.0, factor analysis, reliability analysis, hierarchical regression analysis, and bootstrapping techniques were employed to test both mediating and moderating effects. The results are as follows: First, entrepreneurial orientation had a significant positive effect on creative behavior, indicating that students with entrepreneurial attitudes engage in more proactive and creative actions. Second, self-determination also had a significant positive effect on creative behavior and partially mediated the relationship between entrepreneurial orientation and creative behavior. Third, dependence on generative AI significantly moderated the relationship between entrepreneurial orientation and self-determination, with stronger relationships observed among students with higher levels of generative AI usage. These findings suggest the need for educational interventions to enhance entrepreneurial orientation and self-determination, as well as strategies that leverage generative AI tools to foster creative behavior. Theoretically, this study contributes to the literature by empirically identifying the interactions among entrepreneurial orientation, self-determination, and generative AI dependence. Practically, it provides implications for designing generative AI-based entrepreneurship education programs and developing teaching methods to promote creative behavior. Future research should explore the short- and long-term effects of generative AI dependence, conduct cross-major comparative analyses, and adopt qualitative approaches for deeper insights.