Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
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A Study of the Behavioral Intention on Conversational ChatGPT for Tourism Information Search Service: Focusing on the Role of Cognitive and Affective Trust

ChatGPT, 대화형 인공지능 관광 검색 서비스의 행동의도에 대한 연구: 인지적 신뢰와 정서적 신뢰의 역할을 중심으로

  • Minsung Kim (Smart Tourism Education Platform (STEP), Kyung Hee University) ;
  • Chulmo Koo (Smart Tourism Education Platform (STEP), Kyung Hee University)
  • 김민성 (경희대학교 스마트관광원) ;
  • 구철모 (경희대학교 스마트관광원)
  • Received : 2023.12.08
  • Accepted : 2023.12.30
  • Published : 2024.02.29
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Abstract

This study investigates the antecedents and mechanisms influencing trust and behavioral intentions formation towards new AI chatbots, such as ChatGPT, as travel information searching services. Analyzing the roles of variables such as familiarity, novelty, personal innovativeness, information quality and perceived anthropomorphism, the research elucidates the impact of these factors on users' cognitive and affective trust, ultimately affecting their intention to adopt information and sustain the use of the AI chatbot. Results indicate that perceived familiarity and information quality positively influence both cognitive and affective trust, whereas perceived novelty contributes positively only to cognitive trust. Additionally, the personal innovativeness of new AI chatbot users was found to weaken the effect of familiarity on perceived trust, while the perceived level of anthropomorphism of the chatbot amplified the effects of novelty and familiarity on cognitive trust. These findings underscore the importance of considering factors such as familiarity, personal innovativeness, information quality and anthropomorphism in the design and implementation of AI chatbots, affecting trust and behavioral intention.

이 연구는 여행 정보 검색 서비스로서 ChatGPT와 같은 새로운 AI 챗봇의 신뢰 형성과 행동 의도에 미치는 선행 요소와 메커니즘을 탐구한다. 연구는 익숙함, 참신함, 개인의 혁신성, 정보의 질, 그리고 지각된 의인화 등 다양한 변수들 간의 관계를 분석하여, 이러한 요인들이 사용자의 인지적, 정서적 신뢰와 궁극적으로 정보수용의도, 지속사용의도에 미치는 영향을 규명한다. 결과적으로, 익숙함과 정보의 질은 인지적, 정서적 신뢰 모두에 영향을 미치는 반면 참신함은 인지적 신뢰에만 긍정적으로 기여했다. 더불어, 새로운 AI 챗봇 사용자의 개인적 혁신성은 익숙함과 인지적 신뢰 간의 관계를 약화시키는 한편, 챗봇의 지각된 의인화 수준은 참신함 및 익숙함과 인지적 신뢰 간의 관계를 증폭시키는 것으로 나타났다. 이러한 결과는 AI 챗봇의 디자인과 도입 시 의인화, 정보의 질 익숙함, 개인의 혁신성 등의 측면을 고려하는 중요성을 강조하며, 이를 통해 새로운 AI 챗봇의 여행 정보 검색 서비스로서 신뢰 및 행동의도 형성에 기여할 것으로 기대된다.

Keywords

Acknowledgement

이 논문은 2023년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임 (NRF-2023S1A5C2A03095253).

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