전망이론 관점에서 기술수용모델의 해석에 관한 연구 - 음성 AI 비서 서비스 수용자와 비수용자의 비교 중심으로 -

초록

This study investigate the subjective value change of perceived usefulness and complexity in accepting an innovative technology with high uncertainty. To achieve this, prospect theory, a common theory of behavioral economics, is applied to the decision-making process of accepting voice AI assistant service that demands changes in user behavior. An online survey was conducted with 620 participants. As a result, the perceived usefulness(gain factor) was improved and the perceived complexity(loss factor) was decreased by use experience of voice AI assistant service. Also, the perceived complexity of the non-adopter group had a higher influence on acceptance than the adopter group, and perceived usefulness of the adopter group showed a relatively high impact on acceptance compared to the non-adopter group. The results of this study implies the importance of designing the UI for a highly useful UX in order to maintain continuous use while minimizing complexity to secure initial acceptance in designing the UI of the voice AI assistant service.

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