Journal of Information Technology Applications and Management

  • 제29권5호
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  • Pages.13-25
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  • 2022
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  • 1598-6284(pISSN)
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  • 2508-1209(eISSN)
한국데이터전략학회 (Korea Data Strategy Society)
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Research on Influencing Factors of Purchasing Behavior of AI Speakers in China based on the UTAUT and TTF Model

  • Wenyan Chang (Dept. of Management of Digital Technology, Hoseo University) ;
  • Jung Mann Lee (Department of Management of Digital Technology, Hoseo University)
  • 투고 : 2022.08.31
  • 심사 : 2022.10.20
  • 발행 : 2022.10.31
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초록

The purpose of this study is to explore the factors that influence the purchase of AI speakers in China. We integrate the Unified Theory of Acceptance and Use of Technology (UTAUT) and Task-technology fit (TTF) model into one model and put forward assumptions. According to the characteristics of AI speakers, we selected 6 independent variables, such as Performance Expectation, Effort Expectation, Social Influence, Facilitating Conditions, Task and Technology-characteristics. The final impact on purchase behavior is evaluated through Task-technology fit and purchase intention. After counting 478 samples, through SPSS22.0 and AMOS analysis, hypotheses have been proved by strong experimental data, except facilitating conditions. These results also imply that improving the technical level of AI speakers and enhancing consumers' purchasing intention are the central line of marketing. Based on this, we put forward several suggestions to marketers, including strengthening the research and development of AI speaker technology, and building a circle of friends of AI speakers.

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