Earticle

초록

영어

The purpose of this study was to empirically investigate the effect of generative AI literacy on continuance intention through the mediating role of work efficiency. To achieve this objective, with the cooperation of the Korea Nail Beauty Association, an accredited hygiene education institution under the Public Health Control Act, a face-to-face survey was conducted with 300 small business owners operating nail beauty businesses. The study population consisted of associate members who had completed the mandatory hygiene education program provided by the association. After excluding incomplete and insincere responses, a total of 272 valid questionnaires were retained for the final analysis. The collected data were analyzed using SPSS 26.0. Frequency analysis, descriptive statistics, reliability analysis, Pearson's correlation analysis, Baron and Kenny's (1986) hierarchical regression analysis for mediation, and the Sobel test were conducted. The results revealed that, among the sub-dimensions of AI literacy, AI understanding and AI ethics had significant positive effects on work efficiency, whereas AI utilization and AI development did not show statistically significant effects. Furthermore, AI literacy did not have a significant direct effect on continuance intention, whereas work efficiency had a significant positive effect on continuance intention. In addition, work efficiency was found to significantly mediate the relationship between AI literacy and continuance intention. These findings suggest that the continued use of AI technology is influenced not merely by technical utilization capabilities but also by improvements in work efficiency.

목차

Abstract
I. Introduction
II. Theoretical Background
1. Generative Artificial Intelligence Literacy
2. Work Efficiency
3. Continuance Intention
III. Research Method
1. Research Model and Hypotheses
2. Research Subjects and Procedure
3. Measurement Instruments
4. Data Analysis
IV. Analytical Results
1. Reliability of the Scale
2. Demographic Characteristics of the Study Participts
3. Work Characteristics and Education-Related Characterist of the Study Subjects
4. Validity of the Scale
5. Descriptive Statistics Analysis of Key Variables
6. Correlation Analysis
7. Validation of Hypotheses
V. Conclusion
Reference

키워드

저자

• Lee, Sun Hee [ Ph. D. Student, Department of Beauty Arts, Seokyeong University ] 1st author
• Kim, Eun Sook [ Professor, Department of Beauty Management, College of Beauty Art, Seokyeong University ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  콘텐츠와산업 [Journal of Contents and Industry]

• 간기

  격월간

• pISSN

  2765-317X

• 수록기간

  2019~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 600 DDC 700