한국생산성학회

Both customer response to emotional factors and subsequent measurement of performance have been investigated in various realms of research by many researchers thus far. The emotional factors in service sector have attracted attention for a long time for the reason that they would lead to improvement in customer satisfaction and have a positive influence on the continuance of relationship. The positive customer emotion, induced by emotional factors in service sector, would eventually increase customer satisfaction, and furthermore, improve corporate performance. As those emotional factors for customer satisfaction have been turned into essential conditions, it has become increasingly necessary to develop and verify the factors leading to more sustained relationship of corporations with customers. Under those reasons, there has been a growing circumstance that customer satisfaction is manifested differently depending on emotional factors which customers come to experience. The purpose of this study, thus, is to provide the data for constant growth and development of AI industry through improvement of AI speaker user's satisfaction. and analyzing the effect of user's perceived usefulness and perceived ease on customer satisfaction, user trust, and emotional attachment, experienced by customers using the AI speaker. For that, a survey was performed of the artificial intelligence users. The collected data was analyzed using the SPSS 21.0 and AMOS 21.0 statistical program to analyze the relationship among respective factors based on mediated regression analysis and structural equation model. The results of this study can be summarized as below: First, it was confirmed that perceived usefulness and ease were rejected as they did not have any influence on user satisfaction in AI Speaker. Second, user trust and emotional attachment, which are the parameters focused in this study, was adopted as it was confirmed to have a positive influence and Partial mediating effects on the perceived usefulness. Third, with regard to perceived ease, user trust and emotional attachment were rejected as they did not have any influence and mediating effect. Based on these results, it was verified that user satisfaction can be increased through continuous improvement and reinforcement in terms of user trust and emotional attachment. Eventually, much effort would have to be made by AI speaker company administrators to improve the user perceived quality based on differentiation from rival company, along with overall management of emotional factors that users come to experience directly, as to improve both user satisfaction and re-purchase, and furthermore, build up competitiveness of company and promote constant growth and development of AI industry.