The Impact of Perceived Human Likeness of ChatGPT on Continuous Use Intention: The Mediating Effects of Perceived Benefits/Risks and the Moderated Mediation Effects of AI Literacy

초록

This study examined the impact of perceived human likeness (i.e., cognitive and affective) in ChatGPT on users' perceived benefits (i.e., utilitarian and emotional benefits) and risks (i.e., privacy concerns and AI anxiety), as well as how these factors influence the continuous use intention. Moreover, the current research investigated how perceived AI literacy moderates these connections as a moderated mediation effect. A survey with a preliminary exercise for ChatGPT was conducted on 192 college students in Seoul, South Korea. The results indicated that utilitarian/emotional benefits positively mediated the relationship between cognitive/affective perceived human likeness and continuous use intention. AI literacy negatively moderated the relationships between cognitive/affective human likeness and continuous use intention. Also, the moderated mediation effect of AI literacy negatively affects the relationship between affective human likeness and utilitarian benefits, thereby influencing the continuous use intention.

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