학술논문
AI 아나운서 지속시청 의도에 관한 연구: 확장된 기술수용모델(ETAM)을 중심으로
A Study on the Intent of Continuous Viewing of AI Announcer: Focusing on the Extended Technology Acceptance Model (ETAM)
A Study on the Intent of Continuous Viewing of AI Announcer: Focusing on the Extended Technology Acceptance Model (ETAM)
Document Type
Article
Author
Source
커뮤니케이션학 연구 / Kroean Journal of Communication Studies. May 28, 2023 31(2):79
Subject
Language
Korean
ISSN
1598-4494
Abstract
최근 기술 발전에 따라 아나운서의 영역에도 인공지능(AI) 기술이 접목되기 시작하였다. 세계 여러 방송국에서 이미 인공지능 기술을 활용하여 뉴스 보도를 하기 시작하였고 이러한 추세는 앞으로 더 확대될 것으로 전망된다. 그러나 AI 기술을 활용한 뉴스 보도에 대해 시청자들이 어떠한 반응을 하고 있는지가 여전히 명확하지 않은 실정이다. 따라서 본 연구는 AI 아나운서에 대한 수용자의 태도를 조사하고 향후 발전 방향에 대한 시사점을 제시하였다. 본 연구는 확장된 기술수용모델을 기반으로 연구 모형을 구성하고 AI 아나운서의 시스템 특징과 개인적 특성이 수용자 경험과 만족도와의 영향관계를 검증하였다. 정량적인 연구 방법을 통해 유효 설문지 205부를 수집하여 SPSS 23.0을 이용해 모형과 가설을 검증하였다. 연구결과, AI 가상 방송 아나운서에 영향을 미치는 요인 중에 지각된 현실감은 사회적 존재감보다 더욱 큰 영향을 미치는 것으로 나타났다. 시청자와의 상호작용과 AI 아나운서의 시스템 기술 측면에서 여전히 많은 개선이 필요하다고 볼 수 있다. 본 연구는 AI 아나운서에 대한 수용자 경험을 이해하고 시스템 특징인 지각된 현실감과 사회적 존재감, AI 아나운서의 전달력의 파급효과를 검증하였다. 또한 연구 결과를 통해 향후 미디어 방송 산업의 발전을 위한 시사점을 제시하였다.
The progress of technology allows artificial intelligence (AI) to enter the broadcasting industry. Some radio stations overseas have used AI to broadcast news. More radio stations may keep on this trend. However, we know little about the audience’s response. Therefore, this study investigates the audience’s attitude towards AI virtual broadcasters and proposes suggestions for the future development of the broadcasting industry. A study model based on the extended technology acceptance model is put forward to verify the interrelationship between the systematic characteristics and individual characteristics of AI virtual broadcasters and the experience and satisfaction of audience. 205 valid responses are collected by using the quantitative study method, and spss 23.0 is used to analyse the measurement model and the verified assumptions. According to audience’s experience, AI virtual broadcasters are more effective in the perception of reality than in the sense of social existence, and require improvement and promotion for their systematic skills when interacting with the audience synchronously. This study understands the recipient’s experience of AI anchor, and verifies the sense of reality and social existence of system feature perception, as well as the spillover effect of AI anchor transmission power. In addition, the research results suggested implications for the future development of the media industry.
The progress of technology allows artificial intelligence (AI) to enter the broadcasting industry. Some radio stations overseas have used AI to broadcast news. More radio stations may keep on this trend. However, we know little about the audience’s response. Therefore, this study investigates the audience’s attitude towards AI virtual broadcasters and proposes suggestions for the future development of the broadcasting industry. A study model based on the extended technology acceptance model is put forward to verify the interrelationship between the systematic characteristics and individual characteristics of AI virtual broadcasters and the experience and satisfaction of audience. 205 valid responses are collected by using the quantitative study method, and spss 23.0 is used to analyse the measurement model and the verified assumptions. According to audience’s experience, AI virtual broadcasters are more effective in the perception of reality than in the sense of social existence, and require improvement and promotion for their systematic skills when interacting with the audience synchronously. This study understands the recipient’s experience of AI anchor, and verifies the sense of reality and social existence of system feature perception, as well as the spillover effect of AI anchor transmission power. In addition, the research results suggested implications for the future development of the media industry.