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A Study on the Factors Affecting Intention to Use AI Speaker
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AI 스피커 사용의도에 영향을 미치는 요인에 대한 연구

논문 기본 정보

Type
Academic journal
Author
Journal
경성대학교 산업개발연구소 산업혁신연구 산업혁신연구 제35권 제4호 KCI Accredited Journals
Published
2019.1
Pages
1 - 30 (30page)

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A Study on the Factors Affecting Intention to Use AI Speaker
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In recent years, understanding the acceptance of consumers for new technologies is essential to the survival of the enterprises. In this study, we examined the factors affecting users' intention to use AI speakers, which is the key device of the Internet of Things, which is the core industry of the fourth industrial revolution. irst, through analysis of the theoretical background and literature review, we indentified the factors influencing the AI speaker such as perceived enjoyment, cost rationality, personal innovationveness, privacy concern, perceived usefulness, perceived ease of use. Next, we surveyed university students who were relatively open to new technologies and obtained 205 questionnaires. Based on this, we analyzed through structural equation modeling. As a result, perceived enjoyment, cost rationality, perceived usefulness, and perceived ease have a positive effect on intention to use, and perceived usefulness is mediated between perceived enjoyment and intention to use, cost rationality and intention to use. This study extended the external variables of the technology acceptance model through the empirical study on the factors affecting the use of AI speaker and draws practical implications that can be reflected in the marketing strategy of the AI speaker.
#AI speaker #technology acceptance #perceived enjoyment #cost rationality #privacy concern #personal innovativeness

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References (54)

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김상훈 / 2011 / 하이테크마케팅 / 박영사 google schola 김상희 / 2017 / 프라이버시 염려에 대한 메타분석: 국내 문헌을 대상으로 / 경영학연구 46(2):595~622 dbpia 김종기 / 2012 / 모바일 뱅킹 서비스에 대한 사용자 저항에 관한 연구 -온라인 보안을 중심으로- / 산업혁신연구 28(2):59~99 dbpia 노경섭 / 2014 / 제대로 알고 쓰는 논문통계분석 SPSS AMOS 21 / 한빛아카데미 google schola 노미진 / 2010 / IPTV의 고객태도 형성과정과 관여도의 조절역할 및 구매의도 형성과정에서 만족, 몰입, 애호도의 역할 / 경영학연구 39(1):177~208 dbpia

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