생성형 AI 이용자 세부화에 영향을 미치는 요인에 관한 탐색적 연구 - 개인정보 보호활동, 이용자 우려, 이용 동기, 신뢰도, 디지털 역량 을 중심으로-

This study aims to segment generative AI users into low, medium, and high usage groups based on usage levels and examine the characteristics of each user group. Key independent variables include activities related to personal information, user concerns, motivations for using generative AI, trust, digital competency levels, and demographic factors. The dependent variable is the type of generative AI user, categorized into low, medium, and high usage groups. The multinomial logistic regression analysis revealed that the characteristics of medium users were explained by factors such as personal information and sensitive data protection activities, concerns about personal information and privacy, social trust, interpersonal trust, information protection capability, privacy management capability, daily life utilization capability, and age. For high users, concerns about personal information and privacy emerged as a significant explanatory factor. This study offers practical implications by segmenting generative AI users and providing tailored communicaion strategies. Additionally, it contributes academically by confirming the significance of predictive variables related to generative AI through an exploratory approach.