ScholarWorks@숙명여자대학교

초록

This study investigates how consumers’ perceived value—comprising perceived benefits and perceived sacrifices—and digital consumer socialization mechanisms—namely observation/ imitation, self-socialization, compliance/conformity, and interactive communication—affect user satisfaction and continuance intention toward generative AI services, with a focus on ChatGPT. An online survey was conducted with 600 Korean adults in their 20s to 40s who had prior experience using ChatGPT, and the data were analyzed using hierarchical regression analysis. The key findings are as follows. First, ChatGPT usage behavior significantly varied according to demographic characteristics such as gender and age, with gender differences particularly evident in perceived sacrifices. Second, all four types of perceived benefits—functional, emotional, social, and economic—had significant positive effects on satisfaction, while among the perceived sacrifices, only time-related sacrifice showed a significant negative effect. Regarding digital consumer socialization, both self-socialization and interactive communication were found to positively influence satisfaction. Third, all four perceived benefit factors and self-socialization significantly influenced continuance intention. By integrating perceived benefits, perceived sacrifices, and digital consumer socialization mechanisms, this study expands the understanding of consumer value beyond functional utility to include emotional and social dimensions. It offers a more comprehensive view of consumer acceptance of generative AI services and provides practical implications for enhancing user engagement and retention.

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