earticle

영어

This study aims to identify the influencing factors of intention to use cloud services using the SEM-ANN two-step approach. In previous studies of SEM-ANN, SEM presented R² and ANN presented MSE(mean squared error), so analysis performance could not be compared. In this study, R² and MSE were calculated and presented by SEM and ANN, respectively. Then, analysis performance was compared and feature importances were compared by sensitivity analysis. As a result, the ANN default model improved R² by 2.87 compared to the PLS model, showing a small Cohen's effect size. The ANN optimization model improved R² by 7.86 compared to the PLS model, showing a medium Cohen effect size. In normalized feature importances, the order of importances was the same for PLS and ANN. The contribution of this study, which links structural equation modeling to artificial intelligence, is that it verified the effect of improving the explanatory power of the research model while maintaining the order of importance of independent variables.