TV 방송 제작진의 생성형 AI 기술 수용에 영향을 미치는 요인: 제작진 인식을 중심으로

This study aims to examine how generative AI technology is perceived by TV production crews, based on the technology acceptance model, and to identify the factors influencing attitudes towards the use of generative AI technology and the intention to accept the technology. The TV production crew consisted of producers (PDs), writers, and other staff, and a survey was conducted using convenience sampling. The study found that the production crew's perceptions of generative AI usage could be categorized into positive factors, negative factors, and technological completeness factors. Only positive factors regarding the use of generative AI had a significant impact on perceived usefulness, while both positive and negative factors significantly affected perceived ease of use. Finally, perceived usefulness and ease of use of generative AI were found to have a significant impact on user attitudes. Based on the results of this study, improvements to promote the use of generative AI technology in TV production were suggested.