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An Analysis of Smart Speaker User Satisfaction and Continuance Usage Intention Based on Different Purchase Types

스마트 스피커 사용자의 구매 유형에 따른 고객 만족과 지속사용 의도에 관한 연구

  • Seung-Yong Cha (Hyundai Motor Group) ;
  • Dong-Yeon Kim (Department of Business Administration, The Catholic University of Korea) ;
  • Kyu-Hong Park (Department of Business Administration, Inha University)
  • 차승용 (현대자동차 모빌리티전략1팀) ;
  • 김동연 (가톨릭대학교 경영학과) ;
  • 박규홍 (인하대학교 경영학과)
  • Received : 2023.08.31
  • Accepted : 2023.09.21
  • Published : 2023.09.30

Abstract

Purpose - This study aimed to examine the influence of various factors on customer satisfaction and the continuance usage intention, based on the purchasing type of smart speaker users. Design/methodology/approach - Data was gathered through surveys, collecting responses from 180 smart speaker users in Korea. Structural equation modeling was utilized to analyze the data. Findings - Both perceived usefulness and perceived security were observed to have a significant positive impact on customer satisfaction across all user groups. Moreover, perceived ease of use and perceived versatility showed a significant positive effect on the continuance usage intention. Notably, for those who acquired the smart speakers for free, perceived usefulness had a positive impact on the continuance usage intention. Conversely, for those who made a paid purchase, perceived versatility played a significant role in driving customer satisfaction. Research implications or Originality - This research offers insights into the Korean smart speaker market, a unique environment where local competitors thrive in the absence of giants like Amazon and Google. It provides a nuanced view of customer reactions to these innovative devices. The study further distinguishes between high-involvement (paid purchase users) and low-involvement (free acquisition users) consumers, offering a more detailed understanding of user perspectives based on their acquisition mode.

Keywords

Acknowledgement

이 논문은 정부(과학기술정보통신부)의 재원으로 한국연구재단의 지원을 받아 수행된 연구임(No. RS-2022-00166755, RS-2022-00166860).

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