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A Study on Consumers' Perception of and Use Motivation of Artificial Intelligence(AI) Speaker

인공지능 스피커(AI 스피커)에 대한 사용자 인식과 이용 동기 요인 연구

Lee, Heejun;Cho, Chang-Hoan;Lee, So-Yoon;Keel, Young-Hwan
이희준;조창환;이소윤;길영환

  • Received : 2019.01.15
  • Accepted : 2019.03.19
  • Published : 2019.03.28

Abstract

This study was conducted to identify the use motivations of AI speaker and examine the characteristics of AI speaker users. Based on the uses and gratifications theory, The study results show that the user motivations of AI speaker are four dimensional, namely escaping from daily problems and maintaining social relationships, information acquisition and learning, entertainment and relaxation and pursuit of practicability. The main AI speaker users are in their 30s, and they are innovative to actively use AI speakers for entertainment purposes such as listening to music. The four sub-dimensions differed as we compared them with user characteristics. Specifically, the motivation for escaping from daily problems and maintaining social relationships varied with gender and age. Moreover, age and informativeness were identified to have an influence on the motivations of information acquisition and learning and entertainment and relaxation. In sum, this research provides practical implications into how to strategically create contents and services for AI speakers.

Keywords

Artificial Intelligence;Artificial Intelligence Speaker;Smart Speaker;User Motivation;Uses and Gratifications