ABSTRACT

Although smart speakers are widely accepted by consumers today, especially in developed countries such as the United States (US), few marketing-focused empirical studies on smart speakers have been conducted. To address this gap in the literature, the current study aims to explore the effects of perceived coolness on consumers’ attitudes toward smart speakers through perceived values (i.e., functional, hedonic, economic, and social value). Data were collected from the current smart speaker users in the US using an online questionnaire. The study employed partial least squares structural equation modeling (PLS-SEM) approach on 307 validated responses. The SEM analysis showed that perceived coolness, which consisted of four dimensions: perceived functionality, attractiveness, subcultural appeal, and originality, had a positive effect on the functional, hedonic, economic, and social value. The findings further revealed that consumers’ attitude toward smart speakers was influenced by functional, hedonic, and economic value, but not by social value. Additionally, the attitude was found to be a strong predictor of continuance intention. This study is one of the early attempts to explore the current smart speaker users’ attitudes and their intentions to continue using AI-based voice assistants’ devices.

抽象的

尽管当今，智能扬声器已被消费者广泛接受，尤其是在美国等发达国家，但针对智能扬声器的针对营销的实证研究很少。为了弥补文献中的这一空白，当前的研究旨在通过感知价值（即功能价值，享乐价值，经济价值和社会价值）来探索感知的冷静对消费者对聪明说话者态度的影响。数据是使用在线调查表从美国当前的智能扬声器用户收集的。该研究对307个经过验证的响应采用了偏最小二乘结构方程建模（PLS-SEM）方法。SEM分析显示，感知的凉爽感由四个维度组成：感知的功能性，吸引力，亚文化吸引力和独创性，对功能，享乐，经济和社会价值产生积极影响。调查结果进一步表明，消费者对智能扬声器的态度受功能，享乐和经济价值的影响，但不受社会价值的影响。此外，发现态度是持续意愿的有力预测指标。这项研究是探索当前智能扬声器用户的态度及其继续使用基于AI的语音助手设备的意图的早期尝试之一。