대화형 AI 이용자의 상호작용성 지각이 지속사용의도에 미치는 영향: 성과기대와 노력기대의 매개, 플로우의 조절효과

초록

This study investigates how users’ perceived interactivity in conversational AI influences their continuance usage intention, with performance expectancy and effort expectancy as mediators and flow experience as a moderator. Using 306 survey responses, results show that interactivity positively affects both performance and effort expectancy. Performance expectancy significantly increases continuance intention, whereas effort expectancy does not. Only the indirect effect through performance expectancy was significant. Flow experience did not demonstrate a moderating effect. These findings highlight interactivity and expectation factors as key predictors of continued use of conversational AI services.

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