Earticle

초록

영어

This study examines how generative AI literacy influences users’ intentions to use generative AI through value- based evaluation processes. Conceptualizing AI literacy as a multidimensional capability comprising utilization ability, critical evaluation, ethical use, and creative utilization, the study proposes that literacy affects behavioral intention indirectly by shaping benefit-based (perceived usefulness, hedonic motivation) and cost-based (effort expectancy, performance risk) evaluations, which are subsequently integrated into perceived value. Using survey data from users with prior experience with generative AI and structural equation modeling, the results show that AI literacy exerts differentiated effects rather than uniformly enhancing positive perceptions. Utilization ability and creative utilization increase perceived benefits, whereas critical evaluation reduces perceived benefits and increases perceived risk. Ethical use primarily reduces perceived risk. Perceived usefulness and hedonic motivation strongly increased perceived value, whereas effort expectancy had a weak negative effect. Notably, performance risk positively influenced perceived value, suggesting that among experienced generative AI users, risk awareness may reflect a more informed and manageable evaluation process rather than a purely avoidance- oriented response. Perceived value, in turn, strongly predicted the intention to use. These findings demonstrate the predictive validity of generative AI literacy and highlight its role in shaping user evaluations and adoption decisions.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Conceptual Background and Hypotheses
2.1. Generative AI Literacy
2.2. Effects of AI Literacy on Value-Based Evaluation
2.3. Benefits of Generative AI
2.4. Costs of Generative AI
2.5. Value Formation and Behavioral Intention
2.6. Model Overview
Ⅲ. Study
3.1. Method
3.2. Results
Ⅳ. General Discussion
4.1. Summary of Findings
4.2. Theoretical Implications
4.3. Practical Implications
4.4. Limitations and Future Directions
Ⅴ. Conclusion
Declarations
Acknowledgments
Data Availability Statement

키워드

저자

• Hwan-Ho Noh [ Research Professor, Barun ICT Research Center, Yonsei University, Korea ]
• Warren B. Chik [ Associate Professor, Yong Pung How School of Law, Singapore Management University, Singapore ]
• Beomsoo Kim [ Professor, Graduate School of Information, Yonsei University, Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  Asia Pacific Journal of Information Systems

• 간기

  계간

• pISSN

  2288-5404

• eISSN

  2288-6818

• 수록기간

  1990~2026

• 등재여부

  KCI 등재,SCOPUS

• 십진분류

  KDC 325 DDC 658