스마트 스피커 사용자의 구매 유형에 따른 고객 만족과 지속사 용 의도에 관한 연구

• 영문명: An Analysis of Smart Speaker User Satisfaction and Continuance Usage Intention Based on Different Purchase Types
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 차승용 김동연 박규홍
• 간행물 정보: 『아태비즈니스연구』제14권 제3호, 149~166쪽, 전체 18쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2023.09.30

영문 초록

Purpose - This study aimed to examine the influence of various factors on customer satisfaction and the continuance usage intention, based on the purchasing type of smart speaker users. Design/methodology/approach - Data was gathered through surveys, collecting responses from 180 smart speaker users in Korea. Structural equation modeling was utilized to analyze the data. Findings - Both perceived usefulness and perceived security were observed to have a significant positive impact on customer satisfaction across all user groups. Moreover, perceived ease of use and perceived versatility showed a significant positive effect on the continuance usage intention. Notably, for those who acquired the smart speakers for free, perceived usefulness had a positive impact on the continuance usage intention. Conversely, for those who made a paid purchase, perceived versatility played a significant role in driving customer satisfaction. Research implications or Originality - This research offers insights into the Korean smart speaker market, a unique environment where local competitors thrive in the absence of giants like Amazon and Google. It provides a nuanced view of customer reactions to these innovative devices. The study further distinguishes between high-involvement (paid purchase users) and low-involvement (free acquisition users) consumers, offering a more detailed understanding of user perspectives based on their acquisition mode.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 모형 및 가설

Ⅳ. 연구조사설계

Ⅴ. 분석 결과

Ⅵ. 결론 및 제언

References

키워드

Involvement Purchase Type Continuance Usage Intention Smart Speakers