AI PD의 의인화 특성이 마음 지각, 사회적 실재감, 의사사회적 상호작용을 통해 지속 시청 의도에 미치는 영향: MBC 프로그램 ‘PD가 사라졌다’를 중심으로

초록

This study investigates the process of relationship formation between viewers and an AI PD, using 'M-Phago' from the MBC program <Gone Producer> as a case study. Specifically, it empirically tested how the AI PD's anthropomorphic traits influence viewers' continuous viewing intention, as sequentially mediated by mind perception, social presence, and parasocial interaction. A total of 132 adults in their 20s to 40s watched the program in a controlled setting and completed a survey. The collected data were analyzed using Process Macro Model 6 to examine these sequential mediation effects. The analysis revealed that linguistic anthropomorphism had a significant positive direct effect on continuous viewing intention, whereas external and non-verbal anthropomorphism showed no direct effects. In the sequential mediation analysis, linguistic anthropomorphism had an indirect influence through the path of: mind perception → third-person perspective social presence → parasocial interaction → continuous viewing intention. Notably, third-person perspective social presence, where viewers perceive the AI PD as areal entity by observing its interactions with the cast, functioned as a crucial mediator. Furthermore, non-verbal anthropomorphism showed a significant indirect effect via the path of: mind perception → self-based social presence → parasocial interaction → continuous viewing intention. This research indicates that viewers prioritize communication through linguistic anthropomorphism over physical appearance when interacting with an AI PD. Critically, it confirms that linguistic anthropomorphism is mediated by third-person social presence, while non-verbal anthropomorphism is mediated by self-based social presence. These findings offer strategic directions and practical implications for the future production of AI-driven broadcast content.

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