A Study on Social Perceptions and User Acceptance of Generative Artificial Intelligence: Exploring the Acceptance Potential of Korean AI (K-Sovereign AI)

Abstract

This study extends UTAUT2 with Perceived Social Contribution (PSC) to examine Behavioral Intention (BI) toward generative AI. A survey of 100 adults was analyzed via multiple regression and bootstrapped mediation (PROCESS Macro 4.3.1 Model 4). Performance Expectancy, Hedonic Motivation, Habit, and PSC positively predicted BI (R²=.675), whereas Facilitating Conditions showed a negative association after controlling for the other factors. Significant indirect effects through PSC (partial mediation) were found for six UTAUT2 factors; Facilitating Conditions showed none. Results indicate that generative AI acceptance involves social value perceptions, offering early evidence for Korean sovereign AI adoption research.

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