인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록·키워드
As AI-powered personalization rapidly expands, users increasingly face a trade-off between convenience and privacy anxiety. In this context, understanding whether privacy regulations function as a signal of institutional trust has become a timely and essential question. This study investigates the effects of perceived privacy regulation on users’ perceived usefulness and personalization satisfaction, while examining the mediating role of perceived usefulness and the moderating role of privacy sensitivity. A survey was conducted among 312 university students in Gyeonggi Province who had experience using AI programs such as ChatGPT and Sora. Data were analyzed using SPSS 29.0 and PROCESS Macro. The results revealed that perceived privacy regulation had a significant positive effect on both perceived usefulness (β = .552, p < .01) and personalization satisfaction (β = .568, p < .01). Moreover, perceived usefulness partially mediated the relationship between privacy regulation and satisfaction, while privacy sensitivity moderated the relationship—indicating that users with higher sensitivity were more responsive to regulatory cues. These findings highlight that privacy regulation is not merely a legal safeguard but a cognitive trust mechanism that enhances users’ acceptance and satisfaction with AI services. The study extends the Privacy Calculus Theory by integrating institutional trust and individual differences, proposing an AI trust governance model that bridges regulatory assurance and user psychology.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
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오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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UCI(KEPA) : I410-151-26-02-095536668
