The Intrinsic Motivation for Continuous Usage Intention of Generative AI In the Fashion Design Field : A Self-Determination Theory Perspective

• 발행기관: 경희대학교 산학협력단 예술디자인연구원
• 저자명: 최우진(Woojin Choi) 장세윤(Seyoon Jang) 박신영(Shinyoung Park) 김하연(Ha Youn Kim)
• 간행물 정보: 『예술· 디자인학연구』Vol.27 No.1, 269~278쪽, 전체 10쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2024.08.31

국문 초록

This study examines the underlying mechanism by focusing on the intrinsic motives of fashion designers that influence the use of fashion design-specific generative AI technology. This study conducted research using the fashion design-specific generative AI, called “AI-designer,” developed in previous studies by researchers. An online survey was conducted in February 2023 with 67 designers who work as fashion designers for Korean fashion companies. The results of this study are as follows. First, the experience of generative AI has a positive effect on intrinsic motives of fashion designers, including autonomy and pride of authorship. Second, those intrinsic motives have a positive effect on satisfaction with the use of the generative AI. Also, satisfaction with generative AI positively affects intention to use the generative AI. This study has academic significance in expanding research related to self-determination theory by examining the intrinsic motivation and satisfaction of fashion designers in using generative AI. Also this study can practically provide foundation information for establishing strategies for utilizing fashion design-specific generative AI technology in the fashion industry by expanding the research subjects to current fashion designers.

목차

1. Introduction

2. Literature Review

3. Research Method

4. Results

5. Conclusion

Reference

키워드

Generative AI Generative AI in fashion Self-determinant theory Pride of authorship Intrinsic motivations