The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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User Acceptance of Virtual Personal Assistant Devices : An Extended Perspective of Perceived Value

가상개인비서 기기의 소비자 수용에 관한 연구 : 사용자의 지각된 가치를 중심으로

  • 양희태 (과학기술정책연구원 부원장실)
  • Received : 2017.07.17
  • Accepted : 2017.10.04
  • Published : 2017.10.28
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Abstract

The purpose of this paper is to develop a comprehensive research model that can explain potential customers' intentions to adopt and use VPA(Virtual Personal Assistants) devices. This study proposes and validates a new theoretical model that extends the perceived value theory. Partial least squares analysis is employed to test the research model and corresponding hypotheses on data collected from 313 survey samples. Perceived value, perceived usefulness, perceived enjoyment are important factors affecting the adoption of VPA devices. To increase potential users' intention to use, VPA device manufacturers should not only focus on developing utilitarian functions but also fun features based on open development echo-system. This study is the important empirical attempt to examine user acceptance of VPA devices, as most of the prior literature has concerned analysis of usage patterns or technical features.

본 연구는 지각된 가치를 이론적 배경으로, 가상개인비서 기기의 소프트웨어와 하드웨어적 특성을 고려해 잠재 고객들의 사용 의도를 설명 할 수 있는 연구 모형을 제안하였다. 313명의 잠재 고객들을 대상으로 설문조사를 진행하였고 부분최소자승법(Partial Least Square, PLS)을 통해 연구모형 및 가설들을 검증하였다. 결과적으로 지각된 가치, 지각된 유용성, 지각된 유희성, 콘텐츠 품질, 시각적 매력도 모두 가상개인비서 기기 수용에 긍정적인 영향을 미치는 것으로 밝혀졌다. 따라서 가상개인비서 기기 제조업체는 잠재 고객들의 사용 의도를 높이기 위해 실용적 기능 뿐 아니라 흥미를 유발시킬 수 있는 오락적 기능 개발에도 집중해야 하며, 개방형 개발 생태계를 구축해 다양한 어플리케이션들을 효율적으로 개발 관리할 필요가 있다. 기술적 특성이나 사용 패턴에 대한 분석이 대부분이었던 기존 연구와 달리 본 연구는 가상개인비서 기기의 소비자 수용을 실증적으로 연구한 것에 의의가 있으며 향후 보안/프라이버시 위험 등을 고려한 후속 연구들의 기반이 될 것이다.

Keywords

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