ScholarWorks@숙명여자대학교

초록

This study investigates the effects of digital self-efficacy on the intention to use artificial intelligence (AI), focusing on the mediating role of positive attitude of AI and the moderated mediation effect of negative attitude. Using data from the 2023 Digital Divide Survey conducted by the National Information Society Agency of Korea, a total of 6,250 adults aged 19 and older were analyzed. The study employed SPSS 25 and Hayes’ PROCESS macro to test the hypothesized relationships, applying Model 4 for mediation analysis and Model 14 for moderated mediation. The results showed that digital self-efficacy had a significantly positive effect on AI use intention, and this relationship was mediated by positive attitude of AI. Furthermore, negative attitude of AI moderated this mediation effect, such that the mediation was stronger when negative attitude was higher. These findings highlight the ambivalent attitudes toward AI in contemporary digital society and demonstrate the complex interplay between digital competence and AI attitude. The study offers practical implications for AI literacy education and policy-making in the age of digital transformation.

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