대화형 AI 서비스의 상호작용성이 플로우 경험과 지속사용의도에 미치는 영향 – 서비스 경영 관점에서 플로우의 매개효과 분석 -

초록

This study investigates how user experience factors in conversational AI services influence users’ continued usage Focusing on interactivity as a core characteristic of conversational AI, the study examines the effintention. ects of two sub-dimensions of perceived interactivity—two-way interaction and perceived controllability—on users’ flow experience, and empirically tests the mediating role of flow in the relationship between interactivity and continued usage intention from a service management perspective. An online survey was conducted with 306 adult users who had prior experience using conversational AI services. The collected data were analyzed using SPSS 27.0 through reliability analysis, correlation analysis, regression analysis, and mediation analysis with PROCESS macro (Model 4). The results show that both two-way interaction and perceived controllability have significant positive effects on flow experience, and that flow experience is a significant predictor of continued usage intention. In addition, flow was found to partially mediate the relationships between the two interactivity dimensions and continued usage intention. These findings suggest that, to foster sustained use of conversational AI services, service providers should go beyond a technologyor performance-centered approach and strategically design interactions that enhance users’ psychological immersion and sense of agency during the service experience. The study offers theoretical implications for extending technology acceptance research toward experiential mechanisms and practical insights for managing and operating AI-based services in service and entrepreneurial contexts.

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