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비이용자의 인공지능 스피커에 대한 태도와 행동의도에 영향을 미치는 요인 연구
Author
황영훈, 박수아, 최세정
Journal Title
미디어 경제와 문화
Publication Year
2020
Topics
Summary
This study analyzed the factors influencing the attitude and behavioral intentions (information seeking, usage, and purchase) of non-users of AI speakers based on the Technology Acceptance Model (TAM) and the Computers Are Social Actors (CASA) paradigm. Perceived personalization, enjoyment, innovativeness, and social image influenced behavioral intentions through attitude, and emotional perception and personal characteristics directly affected behavioral intentions. The findings suggest that the expectation of emotional benefits from AI speakers is important in determining the acceptance intention of non-users.
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