This study investigates the structural mechanisms underlying user acceptance of generative AI services by integrating cognitive and affective dimensions of user experience. Based on the Technology Acceptance Model, Expectation–Confirmation Theory, and flow theory, a research model was developed and tested through an online survey of 387 Korean users with more than three months of experience. Structural equation modeling confirmed that cognitive and affective responses significantly influence satisfaction and trust, which in turn predict loyalty, with trust showing the strongest direct effect. Satisfaction and trust also mediated these relationships, while flow strengthened the satisfaction–loyalty path and resistance to technology was not significant. These findings highlight the importance of incorporating emotional and experiential factors alongside functional aspects. Practical implications suggest that fostering trust, engagement, and perceived value is essential for sustaining loyalty in generative AI services.

1. 서 론
2. 이론적 배경
    2.1 생성형 AI 서비스의 확산과 수용
    2.2 서비스 이미지(Perceived Image)
    2.3 사용자 만족(Satisfaction)
    2.4 신뢰(Trust)
    2.5 충성도(Loyalty)
    2.6 기술몰입, 지각된유용성, 기술수용저항
3. 연구방법
    3.1 연구모형의 설계
    3.2 연구가설
    3.3 변수의 조작적 정의
    3.4 연구방법 및 표본의 수집
4. 실증분석
    4.1 신뢰도와 타당성분석
    4.2 연구모형의 적합도 분석
    4.3 실증분석결과(가설 H1–H6)
    4.4 매개 및 간접효과 분석
    4.5 조절효과 결과(가설 H7)
5. 결 론
References

• Hoon Huh(Baekseok Arts University) | 허훈 (백석예술대학교 경영학부) Corresponding author