지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2019.12
- 수록면
- 499 - 515 (17page)
- DOI
- 10.5143/JESK.2019.38.6.499
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초록· 키워드
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Objective: The aim of this study is to investigate the effect of situational and social loneliness on the AI speaker adoption and whether crowdsourced cue moderates the effect of situational and social loneliness on consumers" adoption of the AI speakers.
Background: We study how to nudge consumers to recognize their needs for AI speakers, which is the first stage of their decision-making processes. In particular, we investigate whether two variables including situational and social loneliness as a psychological variable and crowdsourced cue as a behavioral economics variable jointly increase consumers" adoption of AI speakers.
Method: We conducted two surveys to test two hypotheses: whether situational and social loneliness increases consumers" adoption of AI speakers and whether crowdsourced cue moderates the effect of situational and social loneliness on consumers" adoption of AI speakers. To secure the external validity of our experiments, we selected an actual AI speaker as an experimental stimulus and manipulated two variables in reality. Situational and social loneliness was manipulated by the content of the message shown on the messenger dominant messaging service and the crowdsourced cue was manipulated by the content of the promotional message about AI speaker shown on the poster.
Results: We obtained two findings. Firstly, when business school students felt lonely, their adoption of AI speakers was greater than when they did not feel lonely. Secondly, when there was a crowdsourced cue, design school students" adoption of AI speakers increased in the lonely condition. However, design school students" adoption of AI speakers did not increase when there was no crowdsourced cue even though when they are lonely.
Conclusion: Our findings suggest that consumers are more likely to adopt AI speakers when they feel situational and social lonely and when it reflects other consumers" needs.
Application: This research is the first attempt to apply loneliness and crowdsourced cue to nudge consumers to recognize their needs about AI speakers, which increases their adoption of the new product. Unlike previous researches, this study is different in that it tries to solve the situational and social loneliness of young people. We propose AI speaker and Crowdsourced cue as a solution to solve situational and social loneliness. Our findings provide fresh insights into designers and marketers who should develop an advertisement about their AI speakers.
Background: We study how to nudge consumers to recognize their needs for AI speakers, which is the first stage of their decision-making processes. In particular, we investigate whether two variables including situational and social loneliness as a psychological variable and crowdsourced cue as a behavioral economics variable jointly increase consumers" adoption of AI speakers.
Method: We conducted two surveys to test two hypotheses: whether situational and social loneliness increases consumers" adoption of AI speakers and whether crowdsourced cue moderates the effect of situational and social loneliness on consumers" adoption of AI speakers. To secure the external validity of our experiments, we selected an actual AI speaker as an experimental stimulus and manipulated two variables in reality. Situational and social loneliness was manipulated by the content of the message shown on the messenger dominant messaging service and the crowdsourced cue was manipulated by the content of the promotional message about AI speaker shown on the poster.
Results: We obtained two findings. Firstly, when business school students felt lonely, their adoption of AI speakers was greater than when they did not feel lonely. Secondly, when there was a crowdsourced cue, design school students" adoption of AI speakers increased in the lonely condition. However, design school students" adoption of AI speakers did not increase when there was no crowdsourced cue even though when they are lonely.
Conclusion: Our findings suggest that consumers are more likely to adopt AI speakers when they feel situational and social lonely and when it reflects other consumers" needs.
Application: This research is the first attempt to apply loneliness and crowdsourced cue to nudge consumers to recognize their needs about AI speakers, which increases their adoption of the new product. Unlike previous researches, this study is different in that it tries to solve the situational and social loneliness of young people. We propose AI speaker and Crowdsourced cue as a solution to solve situational and social loneliness. Our findings provide fresh insights into designers and marketers who should develop an advertisement about their AI speakers.
목차
1. Introduction
2. Overview
3. Literature Review
4. Surveys
5. Conclusions
6. General Discussions
7. Research Iimitations
References
참고문헌 (55)
참고문헌 신청
Alexander, D.L. / 2008 / As times go by: Do cold feet follow warm intention for really-new vs. incrementally new products? / Journal of Marketing Research 45(3):307~319
Andrade, E.B. / 2005 / Behavioral consequences of affect: combining evaluative and regulatory mechanisms / Journal of Consumer Research 32(12):355~362
Baumeister, R. F. / 1995 / The Need to Belong : Desire for Interpersonal Attachments as a Fundamental Human Motivation / Psychological Bulletin 117:497~529
Baumeister, R. F. / 1990 / Point-Counterpoints : Anxiety and Social Exclusion / Journal of Social and Clinical Psychology 9(2):165~195
Bodner, E. / 2016 / Loneliness and depressive symptoms among older adults: The moderating role of subjective life expectancy / Psychiatry Research 237:78~82
Andrade, E.B. / 2005 / Behavioral consequences of affect: combining evaluative and regulatory mechanisms / Journal of Consumer Research 32(12):355~362
Baumeister, R. F. / 1995 / The Need to Belong : Desire for Interpersonal Attachments as a Fundamental Human Motivation / Psychological Bulletin 117:497~529
Baumeister, R. F. / 1990 / Point-Counterpoints : Anxiety and Social Exclusion / Journal of Social and Clinical Psychology 9(2):165~195
Bodner, E. / 2016 / Loneliness and depressive symptoms among older adults: The moderating role of subjective life expectancy / Psychiatry Research 237:78~82
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