Abstract

This study analyzed the factors that affect the intention to use when users want to accept AI book recommendation services provided by public libraries from the perspective of an Expanded Technology Acceptance Model and Diffusion of Innovation Theory for the use and diffusion of AI book recommendation services in public libraries. It was verified that perceived usefulness had a positive effect on the intention to use and perceived ease of use had a positive effect on the intention to use through the mediated effect of perceived usefulness. Through indirect effect analysis, innovativeness, self-efficiency, and digital literacy were verified as antecedent variables of perceived usefulness. Compatibility, individual perception of AI, and social impact were verified as antecedent variables of perceived ease of use. However, through total effect analysis, it was found that innovativeness had a negative (-) effect on the intention to use. And the intention to provide personal information only had a direct effect, and self-efficiency and digital literacy had a indirect effect on the intention to use. Compatibility is the most influential factor on the intention to use. In addition, it was verified that there were differences in the perceived usefulness of the AI book recommendations according to the category of innovation adopters, and late majority recognized the usefulness of the AI book recommendations more than the early adopter. Based on these analysis results, this study briefly presented the improvements of the AI book recommendations and the basic direction of promotion and marketing strategies, and this is meaning of the study.