A Study on the Impact of Personalized Education Using Artificial Intelligence on Continued Use Intention

As artificial intelligence technology is developing day by day, the learning environment has rapidly changed to an educational technology-based one due to the spread of COVID-19. Accordingly, interest in the application of artificial intelligence (AI) to the field of education has increased. AI-tailored learning has become an important means to improve individual learning outcomes and enable self-directed learning beyond the simple convenience of learning. These characteristics of AI-tailored learning will affect users' willingness to continue using the education. This paper focuses on the characteristics of AI-tailored education that affect the willingness to continue using the aforementioned education. Therefore, this study clarified the concept of AI-tailored education and willingness to continue using it by classifying it into three characteristics: efficiency, effectiveness, and accuracy based on previous research on AI-tailored education. In the study, two parameters, creativity and education satisfaction, were presented and a corresponding research model was constructed. Samples were collected using a questionnaire and the hypothesis was verified through empirical analysis using IBM SPSS version 23.0 and Smart PLS 4.0 (structural equation package). The following conclusions were drawn. First, efficiency affected creativity and education satisfaction. H1 was accepted. Second, effectiveness affected creativity and educational satisfaction. H2 was accepted. Third, accuracy did not affect creativity, so H3-1 was rejected. Accuracy affected educational satisfaction. H3-1 was accepted. Fourth, creativity affected the willingness to continue using, so H4 was accepted. Fifth, educational satisfaction did not affect the willingness to continue using, so H5 was rejected.