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The Korean Society for Journalism & Communication Studies - Vol. 65 , No. 5

[ Article ]
Korean Journal of Journalism & Communication Studies - Vol. 65, No. 5, pp.367-401
Abbreviation: KSJCS
ISSN: 2586-7369 (Online)
Print publication date 31 Oct 2021
Received 11 Jun 2021 Revised 15 Sep 2021 Accepted 28 Sep 2021
https://doi.org/10.20879/kjjcs.2021.65.5.010

사회성 능력이 인공지능 챗봇의 사회적 사용과 자기노출에 미치는 영향 : 사용자의 외로움 정도와 챗봇에 대한 지각된 인간다움의 매개효과
박남기** ; 김윤경*** ; 장은채**** ; 이주연***** ; 최어진******
**연세대학교 언론홍보영상학부 교수 (npark@yonsei.ac.kr)
***연세대학교 언론홍보영상학부 강사 (yoonkyoung15@gmail.com)
****연세대학교 일반대학원 언론홍보영상학과 석사 (eunchaej93@gmail.com)
*****연세대학교 일반대학원 언론홍보영상학과 박사과정 (juyeonlee1@gmail.com)
******연세대학교 일반대학원 언론홍보영상학과 석사과정 (eujin2219@gmail.com)

Effects of Social Competence on Social Use of AI Chatbots and Self-Disclosure : Mediation Effects of Loneliness and Perceived Humanlikeness of AI Chatbots
Namkee Park** ; Yoonkyoung Kim*** ; Eunchae Jang**** ; Juyeon Lee***** ; Eojin Choi******
**Professor, Department of Communication, Yonsei University, first author (npark@yonsei.ac.kr)
***Instructor, Department of Communication, Yonsei University, corresponding author (yoonkyoung15@gmail.com)
****M.A., Department of Communication, Yonsei University (eunchaej93@gmail.com)
*****Doctoral student, Department of Communication, Yonsei University (juyeonlee1@gmail.com)
******M.A. student, Department of Communication, Yonsei University (eujin2219@gmail.com)
Funding Information ▼

초록

본 연구는 개인의 사회성 능력이 외로움 정도와 인공지능(AI) 챗봇에 대한 지각된 인간다움을 거쳐 AI 챗봇의 사회적 사용 및 AI에의 자기노출에 미치는 영향을 살펴보았다. 본 연구는 총 645명의 인공지능 이용자를 대상으로 온라인 서베이를 통해 외로움의 매개효과, AI 챗봇에 대한 지각된 인간다움의 매개효과, 그리고 두 매개변인을 차례로 경유하는 직렬 매개효과를 검증하였다. 분석결과, 사회성 능력은 챗봇의 사회적 사용에 긍정적인 효과를 미치며, 이는 사회성 능력이 좋을수록 챗봇을 사회적 목적으로 사용할 가능성이 높다는 것을 의미한다. 또한, 사회성 능력이 자기노출에 미치는 직접효과는 유의하지 않았지만, 챗봇의 지각된 인간다움을 경유한 매개효과는 유의미했으며, 외로움과 지각된 인간다움을 차례로 경유하여 자기노출에 영향을 미치는 직렬 매개효과도 유의미한 것으로 나타났다. 본 연구는 개인적 특성인 사회성 능력에 주목하여 AI 챗봇의 사회적 사용 및 자기노출 간의 관계를 이론적 모델을 통해 살펴본 데 의의가 있다. 또한 AI 챗봇에 대한 지각된 인간다움이 챗봇 이용행태에 미치는 긍정적 효과를 확인함으로써 AI 챗봇 개발 실무자에게도 유용한 시사점을 제공할 수 있을 것으로 기대된다.

Abstract

The present study examined the effects of social competence on the social use of artificial intelligence (AI) chatbots and self-disclosure to chatbots, highlighting the mediating roles of loneliness and perceived Humanlikeness of chatbots. An online survey was conducted with a total of 645 participants who had used AI chatbots. Results showed that people who possessed a high level of social competence tended to use AI chatbots more socially, and this association was mediated by chatbot users' loneliness and perceived humanlikeness of chatbots, in such order (serial mediation effect). As for self-disclosure to chatbots, the effect of social competence on self-disclosure was not significant. However, the mediation effect through perceived humanlikeness and the serial mediation effect through loneliness and perceived humanlikeness were significant. Specifically, people who possessed a high level of social competence felt less loneliness, but the low level of loneliness increased perceived humanlikeness toward chatbots, which in turn led to more social use of chatbots as well as more self-disclosure to chatbots. The study has both theoretical and practical implications. The study sheds light on the effects of social competence in the context of human-AI interaction, supporting the computers as social actors (CASA) perspective. Further, the positive effect of perceived humanlikeness of chatbots offers practical implications for AI chatbot developers. Limitations and suggestions for future studies are discussed.


Keywords: social competence, loneliness, perceived humanlikeness, social use of AI chatbots, self-disclosure
키워드: 사회성 능력, 외로움, 지각된 인간다움, AI의 사회적 사용, 자기노출

Acknowledgments

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of the Republic of Korea (NRF-2017S1A5A8022666). 본 논문은 2017년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2017S1A5A8022666).


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