earticle

영어

This study takes the technology acceptance model (TAM) as the theoretical basis, combines the unique technical attributes of generative AI, and constructs an extended model of AI technical and user characteristics, perceived usefulness and ease of use, and continuous use intention. Hypothesis testing confirmed that the Technology Acceptance Model (TAM) applies to generative AI, with Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) being the strongest factors determining continued usage intention. PEOU was positively predicted by user traits (AI literacy, experience) and two technical features (interactivity, creativity), while all four features (personalization, interactivity, creativity, contextual awareness) boosted PU. Importantly, information credibility enhanced both perceptions, lowering acceptance barriers. The study highlighted that while creativity was the strongest driver of PU, the influence of personalization and contextual awareness on PEOU was limited because these features operate implicitly in the system’s background. Interactivity was the most influential factor for ease of use, while personalization and contextual features need clearer interface visibility to be more effective. Lastly, the findings suggest that technological accordance and user readiness jointly influence behavioral intention through the mediating effects of perceived usefulness and ease of use.