- Volume 17 Issue 8
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Factors Influencing the Use-diffusion of Smart Speakers
스마트 스피커의 사용-확산 관련 영향 요인 -중국소비자를 중심으로
- Park, Hyun Jung (Dept. of International Business, Chungbuk National University) ;
- Chen, Qian Qian (Dept. of International Business, Chungbuk National University)
- Received : 2019.05.24
- Accepted : 2019.08.20
- Published : 2019.08.28
This study analyzed the impact of various factors on the use-diffusion of smart speakers. 300 survey responses of Chinese consumers were analyzed using structured models. The results show that both autonomy and adaptability had significant impacts on perceived usefulness and perceived easy of use. Multifunctionality and ability to cooperate affected perceived usefulness, while reactivity did not affected perceived usefulness or perceived easy of use. Anthropomorphism increased perceived enjoyment. Both perceived usefulness and perceived easy of use have been identified to improve the use-diffusion of smart speakers. Perceived enjoyment enhanced the variety of use. We expect these results help understand the factors that need to be considered for the design or marketing communication of smart products.
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