AI 리터러시가 생성형 AI 지속사용의도에 미치는 영향:인지된 혜택과 희생요인을 통한 경로 모형 분석

The Impact of AI Literacy on the Continued Usage Intentionof Generative AI:A Path Analysis Based on Perceived Benefits and Sacrifices

With the rapid advancement of generative artificial intelligence (AI), understanding the factors that influence user continued intention has become increasingly important. Due to the complexity of generative AI systems, users need a certain level of understanding, which may come at a cognitive cost .This study investigates how AI literacy affects users’ perceptions of usefulness, ease of use, cognitive burden, and privacy concerns and how these perceptions, in turn, influence perceived value and continued usage intention. An integrated model combining the Technology Acceptance Model (TAM) and the Value-based Adoption Model (VAM) was tested through a survey of 500 South Korean adults with experience using generative AI. The data were collected through quota sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results revealed that AI literacy positively influenced perceived usefulness and ease of use, reduced cognitive burden, but increased privacy concerns. Perceived usefulness and ease of use enhanced perceived value, which significantly predicted continued usage intention. These findings highlight the critical role of AI literacy in the continued usage of generative AI and offer strategic implications for user-centered design and AI education.