개인의 혁신성이 인공지능 스피커의 수용에 미치는 영향: 가계지출 통제력에 따른 조절효과를 중심으로
The Effect of Personal Innovativeness on the Adoption of A.I. Speakers: The Moderating Effect of Purse String Control
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초록
기존의 연구들은 정보기술에 관한 개인의 혁신성향이 혁신제품에 대한 수용의사를 고양시키며, 선행변수의 수용의사에 대한 영향력을 증폭시킨다는 것을 보여준 바 있다. 그러나, 실제로 개인의 혁신성향이 어떠한 메커니즘을 통해 수용의사에 긍정적 영향을 미치게 되는지 살펴본 연구는 드물었다. 본 연구에서는 이에 혁신성향이 높다고 알려진 소비자들이 어떠한 심리 메커니즘을 거쳐 해당 제품에 대한 수용의사를 드높이게 되는지 살펴보았다. 특히 기저의 메커니즘을 혁신제품의 특성 및 위험지각의 다차원적 측면에서 살펴봄으로써 구체적으로 어떠한 특성 차원들이 수용의사에 영향을 미치게 되는지 살펴보고자 하였다. 또한, 이제 막 시장도입기에 접어든 인공지능 스피커를 대상으로 개인의 혁신성향을 조망함으로써 가구 단위의 소비 제품일 경우에 혁신 수용이 어떤 다른 양상을 띠게 되는지 살펴보고자 하였다총 200명의 응답자들을 대상으로 시행한 설문조사의 결과는 다음과 같다. 첫째, 개인의 혁신성향이 자기효능감에 미치는 정(+)의 영향력은 혁신수용에 소요되는 시간과 노력에 대한 부담(시간위험)을 덜어주고 있었다. 둘째, 시간위험의 완화가 구매 전 시용가능성 및 개인의 라이프스타일과의 적합성에 미치는 긍정적 영향력은 인공지능 스피커에 대한 수용의사를 증진시키고 있었다. 셋째, 개인의 혁신성향이 인공지능 스피커의 수용의사에 미치는 정(+)의 영향력은 가계지출에 대한 통제력이 증진될수록 보다 증폭되는 반면, 시용가능성이 수용의사에 미치는 영향력은 오히려 더욱 약화되고 있었다.
Abstract
Prior research has shown that personal innovativeness in the domain of Information Technology (PIIT) raises adoption intention and amplifies the influence of adoption intention with regard to the innovative products of various antecedent variables. However, there is a lack of research examining the type of mechanisms initiated by personal innovativeness before exhibiting a positive influence on adoption intention. This study accordingly aims to examine which psychological mechanisms are undergone by consumers who show a strong interest in information technology before actual adoption occurs for the product in question. In particular, the study identifies the characteristics affecting adoption intention by examining the underlying mechanisms with regard to the characteristics of the innovative product and the multidimensional aspects of risk perceptions. Furthermore, the study attempts to examine different aspects of innovation acceptance for products to be consumed by households by attempting to view such personal innovativeness using artificial intelligence (A.I.) speakers that has just recently entered the market. The results of the survey are as follows. First, the positive(+) effect of personal innovativeness on self-efficacy helps to alleviate the burden with regard to the time and effort consumed in the process of adoption. Second, the positive influence of such alleviation of time-risk burdens on compatibility with one's individual lifestyle as well as pre-purchase trialability helps to enhance the adoption intention. Third, the positive effect of personal innovativeness on adoption intention surrounding A.I. speakers was further amplified with the enhancement of purse string control.
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