ChatGPT 같은 멘토, 우리 같은 멘티: AI 멘토쉽의 특성과 영향
Copyright 2024 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
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초록
인공지능(AI) 기술의 급속한 발전은 캐릭터 시뮬라크라를 통한 AI 기반 멘토링 또는 e-코칭을 기업이 활용할 수 있는 가능성을 열어주었다. 조직은 멘토쉽 프로그램 도입을 통하여 필요 기술의 개발을 촉진하고 구성원간 네트워킹 기회를 제공하며, 일과 삶의 균형에 대한 실질적 조언 제공이 가능할 것으로 기대된다. 그러나 이러한 이점에도 불구하고, 성공적인 멘토쉽 도입을 위해서는 자격을 갖춘 멘토의 확보, 멘토링에 수반되는 시간 제약과 같은 실행상의 문제들이 여전히 존재한다. 이러한 문제들을 해결하고 멘토쉽 프로그램의 효과성을 높이기 위하여 ChatGPT와 같은 대형 언어 모델 AI를 활용한 대안적 멘토링 전략이 주목받고 있다. 이 연구는 AI 기반 멘토링 시스템의 중요 속성을 확인하고, 이러한 속성들이 AI 멘토 효능감을 통해 멘티 만족도에 어떤 영향을 미치는지 실증적으로 분석하는 것을 목표로 한다. 또한 멘티 만족도에 미치는 의인화의 조절 효과의 확인을 통하여 멘토쉽 개발의 방향성을 제시하였다. 본 연구는 개념적 논의와 실증적 연구를 통해 AI 기반 멘토의 핵심 특성을 식별하고 향후 사용자 연구에 대한 필요한 실무적 시사점을 제공한다.
Abstract
The rapid advancement of artificial intelligence (AI) technologies has introduced the potential for AI- based mentoring or e-coaching through the integration of character simulacra. Organizational mentorship programs are expected to enhance skill development, provide networking opportunities, and offer practical advice on work-life balance. However, despite these benefits, practical challenges persist, such as difficulty acquiring qualified mentors and the time constraints associated with mentoring. Consequently, an alternative mentorship strategy utilizing advanced AI based on large language models such as ChatGPT is gaining attention to address these challenges and enhance the effectiveness of mentorship programs. This study aims to identify the critical attributes of AI-based mentoring systems and empirically analyze how these attributes impact mentee satisfaction through AI mentor efficacy. Additionally, the moderating effect of anthropomorphism on satisfaction was examined. Through conceptual discussions and empirical research, this study identifies essential attribute variables of AI-based mentors and provides insights for future user research in mentoring services.
Keywords:
AI, large language model, character simulacra, e-coaching, mentoring, ChatGPT키워드:
인공지능, 대규모 언어모델, 캐릭터 시뮬라크라, e-코칭, 멘토링, 챗GPTReferences
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∙ 저자 이원준은 현재 청주대학교 경영학과 마케팅 전공 교수로 재직 중이다. 서울대학교 경영대학에서 마케팅 전공으로 경영학 박사학위를 받았다. Asis Pacific Journal of Marketing and Logistics, Virtaul Economics, Journal of Theoretical and Applied Electronic Commerce Research, 마케팅 연구 등에 논문을 게재하였다. 정보기술에 대한 관심을 배경으로 온라인 소비자 행동, 디지털 마케팅, 구전 마케팅 등 다양한 분야의 연구를 진행하여 왔으며, 최근에는 인공지능 시대의 마케팅과 변화된 소비자 행동에 관하여 논문을 게재하였다.