• Journal of The Korean Association of Information Education
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• v.23 no.2
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• pp.189-196
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• 2019

Artificial intelligence has begun to be used in various parts of our lives, and recently its sphere has been expanding. However, students tend to find it difficult to recognize artificial intelligence technology because education on artificial intelligence is not being conducted on elementary school students. This paper examined the teaching programming language and artificial intelligence teaching methods, and looked at the changes in students' attitudes toward artificial intelligence technology by conducting education on artificial intelligence. To this end, education on block-type programming language-based artificial intelligence technology was provided to students' level. And we looked at students' attitudes toward artificial intelligence technology through a single group pre-postmortem. As a result, it brought about significant improvements in interest in artificial intelligence, possible access to artificial intelligence technology and the need for education on artificial intelligence technology in schools.

• Korean Journal of Artificial Intelligence
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• v.12 no.1
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• pp.7-16
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• 2024

This study aims to explore driving factors of Artificial Intelligence application for city marketing strategy with perspectives of millennials and generation Z. This study proposed the following research questions: i) how perceived place branding factor, public service factor, affective factor, immersive experience factor, cognitive factor, cost benefit factor, social networking factor, and promotional value factor affect attitude toward AI application for city marketing; and ii) how attitude affect satisfaction and prospect toward AI application for city marketing? This study conducted an online survey with the assistance of a well-known research agency and applied factor and regression analysis to test hypotheses. The results found that effects of place branding, cognitive, social networking, and promotional value affect attitude significantly in the case of millennials, while effects of public service, affective, cost benefit, social networking, and promotional value affect attitude significantly in the case of generation Z. The results found that effects of attitude on satisfaction and prospect of AI showed significance. The results provide implications and different aspects for AI application of city marketing strategy with perspectives by generations, while millennials and generation Z perceived effects of promotional value as the most significant factor for AI application of city marketing strategy.

• International journal of advanced smart convergence
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• v.12 no.2
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• pp.108-116
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• 2023

Smart home and artificial intelligence technologies are developing rapidly, and various smart home systems associated with artificial intelligence (AI) improved the quality of living for people. In the present research, we examine the role of individuals' motivational system in their responses to the application of AI in smart homes. In particular, this research focuses on individuals' prevention motivational system and investigates whether individuals' attitudes toward the application of AI in smart homes differ according to their level of prevention motivation. Specifically, it is hypothesized that individuals with strong (vs. weak) prevention motivation will have more favorable attitudes toward the application of AI in smart homes. Consistent with the hypothesis, the results reveal that the respondents in the strong (vs. weak) prevention motivation reported significantly more favorable attitudes toward the six types of AI-based application in smart homes (e.g., AIbased AR/VR games, AI pet care system, AI robots, etc.). Our findings suggest that individuals' prevention motivational system may be an effective market segmentation tool in facilitating their positive responses to the application of AI in smart homes.

• Journal of the Korea Convergence Society
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• v.11 no.7
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• pp.239-249
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• 2020

The purpose of this study was to verify whether the endorser effect similar to humans can be created in advertising campaigns based on the artificial intelligence endorser. In particular, considering the characteristics of artificial intelligence, a research model was presented by convergence of consumer innovativeness and anthropomorphism. The results of the online survey of 244 respondents showed that expertise of the artificial intelligence endorser has a positive effect on both brand attitude and purchase intention, but not for trustworthiness while it has a positive effect on brand attitude. Also, the effect of consumer innovativeness and anthropomorphism on brand attitude and purchase intention for artificial intelligence was found. The endorser effect was expanded to artificial intelligence, which is an intangible object, and the existing theory and research results were combined to re-verify it. Theoretical and practical implications for artificial intelligence-based products and services were presented.

• Journal of Convergence for Information Technology
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• v.7 no.4
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• pp.53-60
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• 2017

The purpose of this study was to identify the factors affecting intention and attitude of artificial intelligence technology(AI) of university students in healthcare using UTAUT model. Participants were 278 college students and the data were collected through self-reported questionnaire from May 15 to June 14, 2016. The collected data were analyzed using PASW Statistics/AMOS 22.0. The results were as follows. The effect of expectation factor, social influence, usefulness of work, anxiety factor had a significant effect on use of AI technology Intention. Factor of expectation effect, social influence, usefulness of work, anxiety factor had a significant effect on use of AI technology. As a result of verifying the significance of the indirect effect, it can be seen that the direct effect of the anxiety factor on the attitude factor is partially mediated by the use intention factor and the intention to use was partially mediated in the direct effect of the usefulness factor of the task on the attitude factor. This result means that it is important to increase the expectation factors, social effects, and perceived usefulness through accurate information based on facts and to reduce vague anxiety in order to increase the positive intention and attitude of university students' use of AI technology.

• Journal of The Korean Association of Information Education
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• v.24 no.4
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• pp.391-400
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• 2020

While artificial intelligence (AI) is attracting attention as a core technology in the era of the 4th industrial revolution, needs for artificial intelligence education to cultivate AI literacy is emerging. In this regard, we developed and applied a project-based AI education program for elementary and middle school students, and analyzed its effects. Participants were assigned into teams with three members, and each team engaged in a project-based AI education program for two nights and three days. In the project, they selected an real-world problem they wanted and devised an AI-enabled artifact to solve it. The effectiveness of the program was investigated with the changes in attitude and efficacy of learners toward artificial intelligence. The results showed that the AI project learning positively changed both attitudes and efficacy toward artificial intelligence at a statistically significant level. This change was more pronounced as the level of perceived programming skills increased, and the level of interest in the project learning increased.

• Korean Journal of Artificial Intelligence
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• v.11 no.2
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• pp.29-38
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• 2023

The purpose of this study is to explore how citizens perceive application of the metaverse platforms for city marketing and investigate factors that affect overall attitude for citizen relationship management in the public sector. In particular, this study investigates the following: i) how factors including perceived city brand value, public service, emotional value, experience, personalization, economic value, social value, and cultural value on overall attitude and ii) how overall attitude affects intention to use of metaverse for the public sector and citizen satisfaction. This study conducted an online survey with the assistance of a well-known research firm. This study applied factor, ANOVA, and regression analysis to test hypotheses. The results found that effects of perceived city brand value, emotional value, information, economic value, social value, and cultural value on overall attitude toward metaverse application for the public sector showed significance. The results provide managerial and policy implications for the public sector on how to apply metaverse to provide public services and enhance engagement with citizens. The results also provide implications which aspects should be considered to enhance citizen relationship management and to build the better city brand value by applying metaverse.

• The Journal of Korean Association of Computer Education
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• v.23 no.3
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• pp.17-30
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• 2020

Although the importance of Artificial Intelligence(AI) education is increasing, research on the development of test tools has not been conducted in AI education research in Korea has not been conducted. Accordingly, there is a limit to designing AI curriculum and analyzing the effect of the educational program. So, in this study, Test tool was developed that to measure the attitude toward artificial intelligence of middle school students. For the development of test tools, the objectives, components, factors, and test tools were developed through the discussion of AI education experts. The test tool was finally developed by item analysis, exploratory factor analysis and confirmatory factor analysis. Finally, the criteria of the developed test tool were analyzed. Future research is needed to analyze the effects of educational programs and to analyze factors affecting attitudes toward artificial intelligence in middle school students using developed test tools.

• Korean Journal of Artificial Intelligence
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• v.11 no.3
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• pp.7-15
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• 2023

Purpose: The purpose of this study is to investigate how consumers perceive electric vehicles and factors that affect attitude, satisfaction, and intention to use electric vehicles and to explore policy issues regarding climate change and global environment. By classifying actual and potential users, this study developed the following research questions: i) factors including economic feasibility, sociality, environmental sustainability, inefficiency, inconvenience, convenience, and uncertainty affect attitude to electric vehicles; ii) attitude to electric vehicles affects actual consumers' satisfaction; and iii) attitude to electric vehicles affects potential users' intention to use. Research design, data and methodology: This study conducted an online survey and applied factor and regression analyses and ANOVA to test hypotheses. Results: The results of this study found that economic feasibility and convenience factors significantly affect attitude in both cases of actual and potential users. How actual users perceive efficiency of electric vehicles negatively and uncertain issues such as battery technology affect attitude to electric vehicles. Conclusions: This study provides policy implications that foster promotional policies for the adoption of electric vehicles for environment and regulate negative aspects. This study also provides managerial implications for manufacturers to develop better technology competences to enhance reliability on electric vehicles.