AI 챗봇 기억 기능이 사용자의 프라이버시 우려와 신뢰에 미치는 영향: 사회적 존재감과 사용자 통제권의 역할

초록

This study analyzed the effect of AI chatbot memory features on user privacy concerns and trust. An online survey was conducted from May 2 to May 15, 2026, with 110 participants, using paired-samples t-tests, SEM-based mediation analysis, and simple linear regression. The results were as follows. First, memory features increased user trust while simultaneously raising privacy concerns significantly. Second, social presence partially mediated the relationship between memory features and trust. Third, privacy concerns had a significant negative effect on continuance intention, and providing user control reduced privacy concerns while increasing trust. This study confirms the importance of user control in AI chatbot design and suggests directions for designing services that balance privacy protection and trust formation. The findings of this study suggest that they can serve as a foundation for developing practical interface design strategies, such as functions for reviewing and deleting stored information

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