earticle

영어

This study investigates the psychological mechanisms influencing the continuous intention to use AI agents, specifically focusing on the challenges posed by their opaque 'black-box' nature. We propose and structurally test a moderated mediation model where the relationship between Black-box Perception and Intention to Use is mediated by Privacy Concerns. Furthermore, we examine whether this indirect effect is moderated by the user's individual Privacy-Protection Orientation (PPO). The findings confirm our hypotheses: a higher perception of the AI as a 'black-box' significantly increases privacy concerns, which in turn significantly reduces the user's intention to continue use. Moreover, this negative impact of privacy concerns on usage intention is significantly stronger for individuals with a high PPO. This study empirically demonstrates that transparency in AI operations is critical for building user trust. The results also highlight the need for organizations to move beyond a one-size-fits-all approach and develop differentiated privacy strategies tailored to user characteristics.