AI 스피커 특성이 만족도와 충성도에 미치는 영향: AI 스피커에 대한 기대역할과 AI 활용능력의 조절효과

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. KCI Citation Count: 3