Exploring the Influence of Perceived Risk and Threat of AI-Generated Content on Users Attitude and Behavioral Intention to Use AIGC : A Study on long term and short term AIGC Use
인공지능 생성 콘텐츠에 대한 인식된 위험 및 위협이 사용자의 태도와 인공지능 생성 콘텐츠 사용 의도에 미치는 영향: 장기 및 단기 인공지능 생성 콘텐츠 사용을 중심으로
- 주제(키워드) AIGC , Perceived Risk , Perceived Threat
- 발행기관 서강대학교 일반대학원
- 지도교수 조재희
- 발행년도 2026
- 학위수여년월 2026. 2
- 학위명 석사
- 학과 및 전공 일반대학원 신문방송학과
- 실제URI http://www.dcollection.net/handler/sogang/000000082708
- UCI I804:11029-000000082708
- 본문언어 영어
- 저작권 논문은 저작권에 의해 보호받습니다.
초록(요약문)
The study analyses the level of user acceptance of AI-generated content based on Perceived Risk Theory, Technology Threat Avoidance Theory, and Technology Acceptance Model (TAM). Theoretically, the present study focuses on analysing the factors influencing users' attitudes and intentions to use AIGC based on usage purpose with five key moderating variables, including Generator, Reimaginator, Synthesizer, Assistant, and Enabler. The data was collected using snowball sampling (N=278) with structural equation modeling (SEM) and multi-group analysis (MGA) in order to examine the role of moderating variables. The findings indicated that both Perceived Risk and Perceived Threat exerted a substantial negative influence on users' attitudes and behavioural intentions towards AIGC. Attitude functioned as a significant mediating factor in the transformation of negative perceptions into behavioural intentions. The results obtained through MGA demonstrate that while usage purpose does not alter the overall structure, it exerts a significant influence on the intensity of relationships. From an academic perspective, the study contributes to the existing theoretical models by incorporating negative factors and by placing emphasis on the distinction between short-term and long-term usage stages. In practice, the study provides a foundation for improving algorithmic transparency with a view to mitigating risks, as well as establishing legal frameworks and ethical standards to promote safe and responsible AIGC usage. Key words: AIGC, Perceived Risk, Perceived Threat
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ABSTRACT 1
I. INTRODUCTION 2
II. LITERATURE REVIEW 7
2.1 AIGC use and users' acceptance 7
2.2 Perceived Risk Theory 12
2.3 Technology Threat Avoidance Theory (TTAT) 18
2.4 Attitude Toward Using (ATU) and Behavioral Intention to Use AIGC 22
2.5 Purpose of Using AIGC 24
III. RESEARCH METHODOLOGY 29
3.1 Research goals 29
3.2 Participants 30
3.3 Mearsures 31
IV. DATA ANALYSIS RESULT 32
4.1 Descriptive Analysis of the Respondents 32
4.2 Descriptive Statistics and Reliabilities 35
4.3 Confirmatory Factor Analysis (CFA) 36
4.4 Reliability and validity 41
4.5 Structural equation modeling (SEM) 42
4.6. Multigroup Analysis 47
V. Discussion 57
5.1 Direct effect of Perceived Risk and Perceived Threat on Attitude and
Intention toward using AIGC 58
5.2 Direct effect of Perceived Threat and Perceived Risk on Behavioral
Intention 59
5.3 Indirect effect of Attitude toward using AIGC on Behavioral Intention 61
5.4 Moderator effect of AIGC usage purpose on variables 62
VI. Limitation & Future 64
VII. Conclusion 67
REFERENCES 71
Appendix: Survey Questionnaire 75
