Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
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An Influence of Artificial Intelligence Attributes on the Adoption Level of Artificial Intelligence-Enabled Products

인공지능 기반 제품 수용 정도에 인공지능 속성이 미치는 영향 연구

  • Received : 2019.06.28
  • Accepted : 2019.07.29
  • Published : 2019.08.31
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Abstract

Recently, artificial intelligence (AI)-enabled products and services such as smartphones, smart speakers, chatbots are being released due to advances in AI technology. Thus researchers making effort to reveal that consumers' intention to adopt AI-enabled products. Yet, little is known about the intended adoption of AI-enabled products. Because most of studies has been not consideredthe perceived utility value of consumers for each attribute by classified based on the characteristics of AI-enabled products. Therefore, the purpose of this study is to investigate the difference in importance between attributes that affect the intention to adopt of AI-enabled products. For this, first, identified and classified the attributes of AI-enabled products based on IS Success Model of DeLone and McLean. Second, measured the utility value of each attribute on the adoption of AI-enabled products through conjoint analysis. And we employed construal level theory to see whether there are differences in the relative importance of AI-enabled products attributes depending on the temporal distance. Third, we segmented the market based on the utility value of each respondent through cluster analysis and tried to understand the characteristics and needs of consumers in each segment market. We expect to provide theoretical implications for conceptually structured attributes and factors of AI-enabled products and practical implications for how development efforts of AI-enabled products are needed to reach consumers need for each segment.

최근 인공지능(AI) 기술의 신장을 바탕으로 스마트폰, 스마트 스피커, 챗봇 등과 같은 AI 기반 제품(AI-Enabled Products)의 출시가 점차 증가하고 있다. 이에 따라 AI 기반 제품이 지닌 편익을 중심으로 소비자의 수용의도를 밝히고자 하는 많은 연구가 진행되고 있지만, AI 기반 제품이 지닌 특징을 고려하여 속성을 분류하여 각 속성에 대한 소비자의 지각된 효용 가치에 대해서는 연구가 이루어지지 않았다. 따라서 본 연구는 DeLone과 McLean의 IS Success Model을 바탕으로 AI 제품 속성을 AI 속성과 Non-AI 속성으로 구분하고, 컨조인트 분석을 통해 각 속성이 지닌 효용 가치를 기반으로 제품 개발의 방향성을 제안하고자 한다. 또한, AI 제품의 수용 시점에 따른 AI 제품 속성의 상대적 중요도에 차이가 나타나는지 살펴보고자 한다. 더 나아가 컨조인트 분석을 통해 도출된 각 응답자의 효용 가치를 기반으로 군집 분석을 통해 시장을 세분화하고, 각 세분시장을 구성하고 있는 소비자들의 특징과 니즈를 이해하고자 하였다. 본 연구를 통해 AI 기반 제품의 특성과 속성에 대한 개념적으로 구조화된 틀을 제시하는 이론적 시사점과 각 세분시장에 따라 최적화된 AI 제품 개발 방향을 제안한다는 실무적 시사점을 제공할 것으로 기대한다.

Keywords

Acknowledgement

이 논문은 2017년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2017S1A3A2066740).

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