AI 스피커 채택 영향요인에 관한 탐색적 연구: 경험자와 비경험자 간 차이 영향요인 분석을 중심으로

초록

The main purpose of this study is to examine the difference between AI speaker experience and non-experience person. In this paper, AI speaker users are classified into experienced (continuous users, interrupted users) and Inexperienced person (potential users, and rejectors). In addition, the researchers analyzed effects of the motivations to use (entertainment and relaxation, escaping from daily problems, information acquisition), perceived characteristics (relative advantage, compatibility, convenience, trialability, observability), parasocial interactivity (functional parasocial interactivity, emotional parasocial interactivity), innovativeness (idea of innovativeness, fashion innovativeness) on two groups and demographic variables. For analysis, binary logistic regression was conducted. As a result of the analysis, it was found that there was a significant differences in the existence of some independence in the influence on the terminal of experiencers-non-experiencers and continuers-discontinuers, but the majority of independence did not affect the differences between experiencers and nonexperiencers. In theoretical studies, we discussed the meaning of comparative analysis according to the experience in media use studies such as AI speakers. In addition, we analyzed that many industry independent entities made meaningful differences with or without AI speakers.

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