생성형 AI 개입 수준이 웹툰 콘텐츠 품질 인식에 미치는 영향: AI 활용 표기 문구 유무에 따른 조절효과를 중심으로

The effect of generative AIintervention level on webtoon content quality perceptions:focusing on the moderating effect of the presence or absence of AI-enabled labels

Purpose The purpose of this study was twofold. First, we wanted to understand the degree of AI involvement that users find objectionable by examining whether there is a difference in the quality of webtoon content perceived by users depending on the level of AI involvement in the creative process. Secondly, we wanted to find out how users evaluate the quality of webtoon content based on the presence or absence of an AI disclosure statement, and provide implications for the need for AI disclosure statements in the webtoon industry. Design/methodology/approach This study validated the research model by creating a 2 (generative AI intervention level: low/high) X 2 (AI utilisation notation: present/absent) experimental group and conducting an experiment in an online environment. Findings First, we found that the higher the level of AI involvement in webtoon creation, the lower the fun and artistic quality. Second, we found that webtoon content quality depends on the presence or absence of AI disclosure messages. In particular, the higher the level of AI involvement in webtoon creation, the more positive the effect of disclosing the use of creative AI on user perceptions. Third, we found that fun and artistic quality are the main variables that significantly affect webtoon satisfaction. This study can contribute to considering the scope of AI in webtoon creation in the future, and provides new implications by identifying differences in user perceptions based on whether AI is disclosed or not.