Earticle

본 연구는 행동추론이론(Behavior Reasoning Theory, BRT)을 기반으로 AI 챗봇 서비스 수용 과정에서 긍정적･부 정적 요인을 검증하였다. 기존 기술수용모델(TAM, UTAUT 등)이 주로 편의성과 효용성에 집중한 반면, 본 연구는 인지된 지 능(수용 이유)과 인지된 위험(비수용 이유)을 핵심 변수로 설정하여 가치-이유-태도-행동의도 간 인과 구조를 실증 분석하였 다. 충청권 대학생 206명 대상 설문과 구조방정식모형(SEM) 분석 결과, 변화 개방성 가치는 인지된 지능과 태도에 정(+)의 영 향을 주었으며, 인지된 지능은 태도와 수용 의도에 긍정적 영향을 미쳤다. 태도는 수용 의도에 가장 강력한 영향을 주는 변수 로 확인되었다. 반면 인지된 위험은 태도와 수용 의도에 부(-)의 영향을 주었으나 통계적으로 유의하지 않았다. 이는 챗봇 수 용 과정에서 위험 인식보다 효용 중심 판단이 우세함을 보여준다. 본 연구는 BRT를 통해 AI 챗봇 수용의 심리적 메커니즘을 설명하고, 기술 확산 전략에서 지능성과 사용자 경험을 강조하는 실무적 시사점을 제공한다.

This study investigates the factors influencing the adoption of AI-based chatbot services through the lens of Behavior Reasoning Theory (BRT). This research incorporates both adoption reasons (perceived intelligence) and resistance reasons (perceived risk) to provide a more comprehensive understanding of user decision-making. A survey was conducted with 206 university students, who represent early adopters of innovative technologies, and the data were analyzed using structural equation modeling (SEM). The findings reveal that openness-to-change values significantly enhance perceived intelligence and attitudes toward AI-based chatbot adoption, while perceived intelligence positively affects both attitudes and adoption intentions. Conversely, perceived risk showed negative but statistically insignificant effects on attitudes and adoption intentions, suggesting that users prioritize utility over potential risks in their evaluation of AI chatbots. These results highlight the explanatory power of BRT in capturing both positive and negative reasoning processes and provide practical implications for promoting chatbot adoption by emphasizing intelligence, user experience, and value-driven engagement.

Food donation has emerged as an effective strategy to address food insecurity while simultaneously reducing food waste across the food supply chain. Despite its social and environmental importance, the level of food donation participation among large food retail companies in South Korea remains relatively low. This study aims to investigate the decision-making mechanism underlying food donation behavior by examining the role of reasoning factors among employees of large food retail companies. Drawing on Behavioral Reasoning Theory (BRT), this study proposes a conceptual framework in which the perceived value of food security influences reasons for and reasons against food donation, which subsequently affect attitudes and food donation intentions. Data were collected from 332 employees working in food-related departments of major large food retail companies in South Korea. Structural equation modeling (SEM) was employed to test the proposed research model. The results indicate that the perceived value of food security significantly increases all six reasons for food donation, including altruism, egoism, social norms, government support, corporate brand image enhancement, and stakeholder cooperation. In contrast, the perceived value of food security significantly reduces several reasons against food donation, including lack of financial support, lack of information, and food safety liability concerns. Furthermore, most reasons for food donation positively influence employees’ attitudes toward food donation. However, several key reasoning factors government support, corporate brand image enhancement, and stakeholder cooperation were found to exert stronger direct positive effects on food donation intentions than attitudes. This finding suggests that strategic and institutional motivations play a particularly important role in shaping food donation intentions within large food retail companies. Among the reasons against, lack of financial support negatively influences attitudes, while food safety liability concerns and insufficient human and material resources significantly decrease food donation intentions. Finally, attitudes toward food donation positively influence food donation intentions. These findings extend the application of Behavioral Reasoning Theory to the context of food donation and provide important insights into the organizational decision-making mechanisms underlying food donation practices in large food retail companies. Practical implications for policymakers and food retailers are also discussed