AI 스피커 특성이 만족도와 충성도에 미치는 영향

• 영문명: Factors Influencing Satisfaction and Loyalty of AI Speakers: The Moderating Effects of Expected Role of AI Speakers and Individuals’ Ability to Use AI
• 발행기관: 한국무역연구원
• 저자명: 손민희(Min-Hee Son) 김문용(Moon-Yong Kim)
• 간행물 정보: 『무역연구』제16권 제4호, 359~380쪽, 전체 22쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2020.08.31

영문 초록

Purpose This research examines the factors affecting individuals’ satisfaction and loyalty of AI speakers. Specifically, we examine whether (1) attributes of AI speakers influence individuals’ perceived usefulness, perceived enjoyment, satisfaction, and loyalty of AI speakers; (2) the effects of attributes of AI speakers on individuals’ perceived usefulness and perceived enjoyment differ according to the expected role of AI speakers; and (3) individuals’ ability to use AI moderates the effects of AI speakers’ perceived usefulness and perceived enjoyment on satisfaction of AI speakers. Design/Methodology/Approach Structural equation modeling (SEM) was used to test the proposed research model on data collected from 281 respondents in an online survey. Findings Findings indicate that (1) two attributes of AI speakers (i.e., ease of use and economic value) positively affect perceived usefulness of AI speakers; (2) four attributes of AI speakers (i.e., empathy, convenience, fun, compatibility) positively affect perceived enjoyment of AI speakers; (3) perceived usefulness and perceived enjoyment of AI speakers positively affect satisfaction of AI speakers, respectively; (4) satisfaction of AI speakers positively affects loyalty to AI speakers; (5) the expected role of AI speakers (smart devices vs. friends or secretaries) moderates the effect of AI speakers’ customization on perceived usefulness of AI speakers; and (6) the effects of perceived usefulness and perceived enjoyment of AI speakers on satisfaction of AI speakers vary depending on the level of individuals’ ability to use AI. Research Implications In terms of marketing and new product development, the findings provide valuable implications for researchers and practitioners alike.

목차

Ⅰ. 서론

Ⅱ. 문헌 연구

Ⅲ. 연구 설계 및 방법

Ⅳ. 분석결과

Ⅴ. 결론

References

키워드

Ability AI Speaker Expected Role Loyalty Satisfaction