The Effects of AI Risk Perception and Digital Self-Efficacy Among Korean Citizens on the Use of Digital Transaction Services, Digital Civic Participation, and Life Satisfaction in the Digital Trade Environment

This study aimed to empirically analyze the relationships of AI risk perception and digital self-efficacy with the use of digital transaction services, digital civic participation, and life satisfaction in the context of a digital society characterized by the proliferation of generative AI. Using data from 7000 members of the general public collected through the “2023 Survey on the Digital Divide,” conducted by the Ministry of Science and ICT and the National Information Society Agency, this study conducted confirmatory factor analysis and structural equation modeling using IBM SPSS Statistics 31.0 and IBM AMOS 31.0. The results showed that AI risk perception was positively associated with the use of digital transaction services and negatively associated with digital civic participation, while its relationship with life satisfaction was not statistically significant. In contrast, digital self-efficacy was positively associated with the use of digital transaction services, digital civic participation, and life satisfaction. These findings demonstrate that digital self-efficacy is a key antecedent in explaining various digital outcomes, whereas AI risk perception has only a limited influence on digital outcomes. By examining AI risk perception and digital self-efficacy within a single integrated model, this study expands the understanding of digital outcomes and suggests that digital policies in the AI era should be pursued not only through risk management but also by strengthening citizens’ digital self-efficacy and digital utilization capabilities.