Journal of the Korean Society for information Management (정보관리학회지)

Korean Society for Information Management (한국정보관리학회)
권호 표지
DOI QR코드

DOI QR Code

The Development of Heuristics for Voice Shopping Service through Voice Interface with Display

디스플레이 탑재형 음성 인터페이스를 통한 음성쇼핑 서비스 휴리스틱 개발

  • 권현정 (연세대학교 문헌정보학과 대학원) ;
  • 이지연 (연세대학교 문헌정보학과)
  • Received : 2022.02.22
  • Accepted : 2022.05.27
  • Published : 2022.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

Voice shopping is gaining attention following the trend of non-contact E-commerce by enabling people to shop via voice command. Therefore, in this study, voice shopping service heuristics using a display-mounted voice interface were developed in preparation for the future where voice shopping becomes a part of daily life in the world. First, as a theoretical approach, a literature survey of 50 papers on the design principles of 'visual interface,' 'voice interface,' and 'shopping service' was conducted to produce a total of 29 draft design principles. Second, as an empirical approach, a focus group interview was conducted on consumer decision-making processes in shopping experiences and information-seeking behavior within the context of shopping to draft the heuristics. This was to supplement the user experience, a weak part of the literature research. Finally, a Delphi survey asked 20 experts in UX, service planning, artificial intelligence development, and shopping to evaluate the heuristics draft developed through the above two stages. After three rounds of Delphi surveys, the final heuristics were proposed.

음성을 통해 상품을 구매하는 음성쇼핑 서비스는 미래에 본격적으로 상용화될 것으로 예상된다. 본 연구에서는 음성쇼핑이 세계적으로 일상이 될 미래를 대비하여 디스플레이 탑재형 음성 인터페이스를 활용한 음성쇼핑 서비스 휴리스틱을 개발하였다. 첫째, 이론적 접근으로 '시각 인터페이스', '음성 인터페이스', '쇼핑 서비스'의 설계 원칙을 주제로 한 논문 50건을 읽고 문헌조사를 실시하여 총 29개의 설계 원칙 초안을 제작하였다. 둘째, 실증적 접근으로 소비자 의사결정과정에 따른 쇼핑 경험 및 쇼핑 맥락에서의 정보추구행위에 관한 포커스 그룹 인터뷰를 진행하여 문헌 연구에서 미흡했던 분야인 이용자 경험 측면을 보완한 휴리스틱 초안을 작성하였다. 셋째, 델파이 조사를 통해 위의 두 단계를 거쳐 개발된 휴리스틱 초안에 대하여 20명의 UX, 서비스기획, 인공지능 개발, 쇼핑 분야 전문가들에게 전문가 평가를 해줄 것을 요청하였다. 3회에 걸친 델파이 조사를 통해 최종 휴리스틱을 제안하였다.

Keywords

Acknowledgement

이 논문은 2019년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임 (NRF-2019S1A5C2A03083499).

References

  1. Ahn, Byul (2019, Apirl 2). Display was Put on an Smart Speaker Which Cannot Understand Words. Chosun Biz, Available: https://biz.chosun.com/site/data/html_dir/2019/04/01/2019040102126.html
  2. Ahn, Soo-ho, Cho, Woong, & Jung, Doo-hee (2019). Factors affecting users to adopt voice shopping: empirical evidence from the UTAUT model. Journal of Technology Innovation, 27(4), 111-144. https://doi.org/10.14386/SIME.2019.27.4.111
  3. Cho, Kyu-eun & Kim, Seung-in (2018). A study on user experience of artificial intelligence speaker. Journal of the Korea Convergence Society, 9(8), 127-133. https://doi.org/10.15207/JKCS.2018.9.8.127
  4. Cho, Woong, Ahn, Soo-ho, & Jung, Doo-hee (2020). Influence of user innovativeness and knowledge base on acceptance of voice shopping. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 15(2), 153-169. https://doi.org/10.16972/apjbve.15.2.202004.153
  5. Choi, Jae-ho & Kim, Hoon-tae (2016). A survey study on the utilization status and user perception of the VUI of smartphones. The Journal of Society for e-Business Studies, 21(4), 29-40. https://doi.org/10.7838/jsebs.2016.21.4.029
  6. Chun, Hong-jae (2019). Usability Evaluation of Audio and Visual Resource Allocation for Artificial Intelligent Smart Speaker. Master's thesis, Graduate School of Video, Hongik University.
  7. Consumer Insight (2021. March 23). Smart speaker, User￪. Satisfaction￬… paradox of ' unable to understand'. Consumer Insight, Available: https://wemakenews.co.kr/news/view.php?no=12775
  8. Interface [n.d.], Doopedia, Available: https://m.terms.naver.com/entry.naver?docId=2837557&cid=40942&categoryId=32828
  9. Jang, Yong-yong (2020). A Study on the Perceived Value of AI Display Speaker: Based on Value-based Adoption Model. Master's thesis, Graduate School of Hanyang University.
  10. Jeon, Chang-ui, Lee, Hyo-jung, & Kim, Ki-bum (2020). Trends and Business Opportunities in the Voice AI Market. Samjung KPMG Economic Research Institute.
  11. Jeong, Su-in (2019). A Study on the Visualization for Information Delivery of Voice User Interface: Centered around the Display Type of AI Speakers. Master's thesis, Graduate School of Ewha Womans University.
  12. Kang, Min-young (2017). The Problems and Improvements of AI Home Appliances (focusing on voice recognition speakers). Korea Consumer Agency.
  13. Kang, Sung-il (2005). A Policy Study on the Enhancement of Sport-for-all Participation. Master's thesis, Graduate School of Public Administration, Yonsei University.
  14. Kim, Da-rin (2019, March 27). AI speakers have a screen.... Smart Display. The Scoop, Available: http://www.thescoop.co.kr/news/articleView.html?idxno=34348
  15. Kim, Hee-chul (2006). Human Computer Interaction: Hucomology. Gyeonggi: Sypec Media.
  16. Kim, Jung-hyun & Choi, Jun-ho (2018). Effect of conversational agent's recommendation strategy on voice shopping experience: focused on initiative strategies and type of goods. JouMedia, 21(1), 55-82. https://doi.org/10.52558/ISM.2020.04.21.1.55
  17. Kim, Kun-woo (2020). The Effects of Display on the User Experience of Artificial Intelligence Speakers. Doctoral dissertation, Graduate School of Hongik University.
  18. Kim, Sei (2019). The Effect of Personalization and Context Information of Voice Shopping Agent on User's Attitude Toward the Agent and Purchasing Intention. Doctoral dissertation, Graduate School of Yonsei University.
  19. Koo, Kyo-hyung (2020.2.18). 'Voice Shopping' Unfamiliar? It's a Daily Routine in America. Kyunghyang Newspaper, Available: https://m.khan.co.kr/economy/industry-trade/article/202002182136025
  20. Lee, Hye-rin & Lee, Sang-woo (2020). The influence of the attractiveness and para-social interaction of intelligent personal assistant on the product attitude of voice shopping users. Information Society & Media, 21(1), 55-82. https://doi.org/10.52558/ISM.2020.04.21.1.55
  21. Lee, Jong-sung (2001). Delphi Method. Seoul: Kyoyookbook.
  22. Lee, Jung-myung, Kim, Hye-sun, & Choi, Jun-ho (2019). A study on user experience factors of display-type artificial intelligence speakers through semantic network analysis: focusing on online review analysis of the amazon echo. The Journal of the Convergence on Culture Technology, 5(3), 9-23. https://doi.org/10.17703/JCCT.2019.5.3.
  23. Lee, Sung-woong (1987). A Study on the Analysis of Validity and Reliability of the Delphi Forecasting in Korea. Doctoral dissertation, Graduate School of Jeonbuk National University.
  24. Moon, Yong-sik (2019). Survey of Internet Usage. Ministry of Science and ICT.
  25. Noh, Young-hee (2017). A study on development of evaluation indicators for measuring educational value of libraries. Journal of the Korean Library and Information Science, 51(4), 5-34. https://doi.org/10.4275/KSLIS.2017.51.4.005
  26. Park, Chi-dong (2010). Development of an Evaluation Model for e-Learning based Teacher Training Programs using the Delphi and AHP Method. Doctoral dissertation, Graduate School of Soongsil University.
  27. Park, So-jin & Lee, Yeon-jun (2020). User experience of smart speaker visual feedback type: the moderating effect of need for cognition and multitasking. Archives of Design Research, 33(2), 181-1981. https://doi.org/10.15187/adr.2020.05.33.218181
  28. Son, Young-eun (2021). Proposal of Directions for Using Smart Speakers to Improve Customer Experience in Voice Commerce. Master's thesis, Graduate School of Industrial Art, Hongik University.
  29. Voice User Interface [n.d.]. IT Term Dictionary, Available: https://terms.naver.com/entry.naver?docId=856014&cid=42346&categoryId=42346
  30. Yoo, Sung-min (2019). The Invisible Security Technology of Speaker-recognized Voice Recognition. Korea Internet & Security Agency.
  31. Capgemini (2019). How organizations and consumers are embracing voice and chat assistants. Available: https://www.capgemini.com/wp-content/uploads/2019/09/Report_Conversational-Interfaces-1.pdf
  32. Chenshuo, S., Zijun, S., Xiao, L., Anindya, G., Xueying, L., & Feiyu, X. (2019). The Effect of Voice AI on Consumer Purchase and Search Behavior. SSRN Electronic Journal. http://dx.doi.org/10.2139/ssrn.3480877
  33. Lawshe, C. H. (1975). A quantiative aproach to content validity. Personel Psychology, 28(4), 563-575. https://doi.org/10.1111/j.1744-6570.1975.tb01393.x
  34. Mari, A. (2019). Voice Commerce: Understanding Shopping-Related Voice Assistants and their Effect on Brands. IMMAA Annual Conference.
  35. Nielsen, J. & Landauer, T. K. (1993). A mathematical model of the finding of usability problems. Proceedings ACM/IFIP INTERCHI 93 Conference, 206-213. https://doi.org/10.1145/169059.169166
  36. Nielsen, J. (1994). Heuristic evaluation, Usability Inspection Methods. USA: John Wiley and Sons.
  37. OC&C Strategy Consultants (2018). The talking shop - The rise of voice commerce, OC&C Strategy Consultants. Available: https://www.occstrategy.com/media/1285/the-talking-shop_uk.pdf
  38. Strauss, A. & Corbin, J. (1997). Grounded Theory in Practice. USA: SAGE Publications.
  39. Strauss, A. & Corbin, J. (1998). Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory(2nd). USA: SAGE Publications.
  40. Supriya, C. & Mai, S. (2020). Cracking the code for voice commerce: Barriers and Solutions to Accelerate V-Comm Adoption. IPSOS VIEWS. Available: https://www.ipsos.com/sites/default/files/ct/publication/documents/2020-11/cracking-the-code-for-voice-commerce-2020.pdf
  41. Yvonna S. L. & Egon, G. G. (1985). Naturalistic inquiry. USA: SAGE Publications.
  42. Zuo, Y. & Kim, H. (2014). A study on the effective communication of information visualization: Focusing on the first page of weather forecasting application. Journal of Digital Design, 14(3), 83-94. https://doi.org/10.17280/jdd.2014.14.3.009