International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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The Impact of Individuals' Motivational System on Attitude toward the Application of Artificial Intelligence in Smart Homes

  • Moon-Yong Kim (College of Business, Hankuk University of Foreign Studies) ;
  • Heayon Cho (Dep. of Interior Design, Konkuk University)
  • Received : 2023.04.22
  • Accepted : 2023.04.29
  • Published : 2023.06.30
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Abstract

Smart home and artificial intelligence technologies are developing rapidly, and various smart home systems associated with artificial intelligence (AI) improved the quality of living for people. In the present research, we examine the role of individuals' motivational system in their responses to the application of AI in smart homes. In particular, this research focuses on individuals' prevention motivational system and investigates whether individuals' attitudes toward the application of AI in smart homes differ according to their level of prevention motivation. Specifically, it is hypothesized that individuals with strong (vs. weak) prevention motivation will have more favorable attitudes toward the application of AI in smart homes. Consistent with the hypothesis, the results reveal that the respondents in the strong (vs. weak) prevention motivation reported significantly more favorable attitudes toward the six types of AI-based application in smart homes (e.g., AIbased AR/VR games, AI pet care system, AI robots, etc.). Our findings suggest that individuals' prevention motivational system may be an effective market segmentation tool in facilitating their positive responses to the application of AI in smart homes.

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