생성형 AI 서비스 충성도 형성 매커니즘에 대한 이해: 대학생들의 학술적 이용에 중심을 둔 실증조사

The purpose of this study analyzes users' attitudes to the use of generative AI (artificial intelligence) services. A theoretical research framework, drawing from attitude theory, was developed to explore the psychological dimensions of university students' academic use with generative AI services. The study examine the relationships between users' knowledge, perceived performance incongruence, attitude, and loyalty in generative AI services. A survey was conducted among university students who have used generative AI services. The research hypotheses were tested using partial least squares structural equation modeling. The empirical findings indicate that users’ knowledge has a significant positive effect on perceived performance incongruence. In addition, users’ knowledge positively influences both attitude and loyalty. However, perceived performance incongruence does not impact a significant negative effect on attitude and loyalty. Finally, attitude shows a positive effect on loyalty. The empirical finding provides valuable insights into the psychology of using generative AI services, offering ways to enhance the formation of positive attitudes and loyalty among generative AI services users.