Serial Number: http://www.riss.kr.proxy.cau.ac.kr/link?id=A107019492

Title: The Analysis of the Mediating and Moderating Effects of Perceived Risks on the Relationship between Knowledge, Feelings and Acceptance Intention towards AI

Author: Hwang SeoI, Youngja Nam

Journal: The Korea Contents Society

Vol: 20(8)

Pages: 350-358

Date: 2020.

Register Information: KCI

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<Abstract>

The objective of this empirical study is to examine the mediating and moderating effects of perceived risks on the relationship between knowledge, feelings and acceptance intention towards AI. Subjects in their teens to forties were surveyed and the final sample comprised 1,969 subjects. Data were analyzed using Mediation using Multiple Regression and Moderated Multiple Regression. Results showed that people’s knowledge and feelings towards AI affected their acceptance intention of AI. Results also showed that the perceived risks of AI partially mediated and moderated the relationship between feelings and acceptance intention towards AI and moderated but not mediated the relationship between knowledge and acceptance intention towards AI. Overall, these results suggest that people’s perceived risks of AI are associated more strongly with their feelings towards AI than their knowledge towards AI. Implications and directions for future research were discussed in relation to increasing general population’s acceptance intention towards AI.