AI 스피커 태도에 관한 예측 변수 연구: 공포관리 이론과 의인화 성향을 중심으로

초록

Drawing upon Terror Management Theory and anthropomorphism, this study aims to investigate the effects of mortality salience, conspicuous consumption tendencies, anthropomorphic tendencies, and social motivation on individuals' attitudes toward AI speakers. To this end, we conducted an online survey with 361 AI speaker users in North America. Hierarchical regression analysis of the data reveal that mortality salience, conspicuous consumption tendencies, anthropomorphic tendencies, and social motivation all exhibited statistically significant positive effects on attitudes toward AI speakers. Research on AI speakers has predominantly concentrated on their technical aspects of AI, largely overlooking the influence of personality traits and psychological factors. However, this research underscores the pivotal role of users' psychological characteristics as essential variables in predicting attitudes toward AI speakers. This insight is poised to contribute to the advancement of academic knowledge in the realm of consumer acceptance of AI technology, and it holds promise for assisting companies in devising strategies tailored for enhancing advertising and marketing effectiveness when employing AI speakers.

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