지능형 가상비서의 매력성과 준사회적 상호작용이 음성쇼핑 이용자의 제품태도에 미치는 영향에 관한 연구 (The Influence of the Attractiveness and Para-social Interaction of Intelligent Personal Assistant on the Product Attitude of Voice Shopping Users)

서지정보

· 발행기관 : 한국정보사회학회
· 수록지 정보 : 정보사회와 미디어 / 21권 / 1호 / 55 ~ 82페이지
· 저자명 : 이혜린, 이상우

초록

본 연구는 음성쇼핑의 쇼핑 매개체인 지능형 가상비서(Intelligent Personal Assistant, IPA)가 소비자의 쇼핑행동에 미치는 영향에 주목하였다. 구체적으로 지능형 가상비서의 매력성(사회적 매력/과업적 매력)이 지능형 가상비서에 대한 준사회적 상호작용에 미치는 영향을 살펴보고, 지능형 가상비서의 매력성과 준사회적 상호작용이 음성쇼핑 이용자의 제품태도에 미치는 영향을 살펴보았다. 본 연구는 온라인 설문조사를 통해 수집된 총 225명의 응답 데이터를 구조방정식 모형으로 검증하였으며, 연구의 주요 결과는 다음과 같다. 첫째, 사용자가 지능형 가상비서의 사회적 매력과 과업적 매력을 높게 인지할 때 준사회적 상호작용이 높게 형성되는 것으로 나타났다. 둘째, 과업적 매력은 제품태도에 정(+)의 영향을 미치는 반면, 사회적 매력은 제품태도에 영향을 미치지 않았다. 셋째, 지능형 가상비서에 대한 준사회적 상호작용이 높게 형성될수록 지능형 가상비서가 추천하는 제품에 대한 태도는 긍정적인 것으로 나타났다. 넷째, 준사회적 상호작용은 지능형 가상비서의 과업적 매력과 사회적 매력이 제품태도에 미치는 영향에 유의미한 매개효과를 가지는 것으로 확인되었다.

영어초록

With the development of the voice recognition technology, consumers are utilizing Intelligent Personal Assistant(IPA) through a variety of platforms, which will contribute to the growth of the voice shopping market. The voice shopping market is expected to be the most stable and growing profit model using an IPA. In voice shopping, an IPA is an important shopping medium that serves as an informant who delivers information about the products consumers want to explore or purchase, as well as a salesperson who helps with the overall shopping process, such as browsing, payment and confirmation of delivery. IPA cannot deliver information from many products at once because they have to communicate information only by voice. Thus, unlike traditional shopping environments in which consumers can actively explore a variety of products, voice shopping is likely to have a passive product search process centered on information about two to three products delivered by IPA. Thus, it can be inferred that due to the nature of this shopping environment, IPA will have a greater influence on consumer decision making than the mediums in the traditional shopping environment.
In this study, we apply the attractiveness of the salesperson to the IPA, to examine the effect of the attractiveness of the virtual secretary on para-social interaction. We also want to look at the impact of interactions between IPA and consumers on consumers' shopping behavior in voice shopping, just as relationships between sellers and consumers in traditional shopping environments affect consumers' shopping behavior.
Generally, people with high social attractiveness like to talk and tend to entertain the surroundings, while those with high task attractiveness are those who gain trust from many because they have a good problem-solving ability in performing any task. This study sought to examine the impact of IPA's task attractiveness and social attractiveness on para-social interaction. Considering the function of IPA, the task appeal can be perceived in the process of carrying out clear functions such as device loading functions and web information retrieval, and social appeal can appear when talking to people and telling jokes.
In this study, we measured the attractiveness of IPA in terms of social attractiveness and task attractiveness, and analyzed the effect of IPA's attractiveness on para-social interaction and product attitude. In addition, the study analyzed the mediation effects of para-social interaction when the attractiveness of IPA affects product attitudes. Figure 1 shows the model to be analyzed in this study.
[Figure 1] Research model This study conducted an analysis of 239 people collected through Embrain, an online survey specialist agency, for a total of three days from November 27, 2019 to November 29, 2019. Among them, 14 respondents who were found to have been insincere were excluded, and a total of 225 respondents were analyzed.
As a result of the structural equation model, independent variables consisting of social and task appeal explained 57.9% of para-social interaction, and product attitude was 33.5% explained by prior factors. Social attractiveness (β=0.408,p<0.001) and task attractiveness (β=0.445, p<0.001) were shown to have a positive (+) effect on para-social interaction, and hypotheses 1 and 2 were supported. Next, in terms of social attractiveness and task attractiveness's impact on product attitude, social attractiveness was shown to be not statistically significant (hypothesis 3 was rejected), while task attractiveness had a positive effect on product attitude (hypothesis 4 was adopted). Next, para-social interaction was shown to have a positive effect on product attitude, so hypothesis 5 was also adopted. In addition, social attractiveness was shown to affect product attitudes only through para-social interactions (β=0.107,p<0.05). Also, para-social interaction was shown to have a partial mediating effect between task attractiveness and product attitudes (β=0.117, p<0.01).
This study has academic implications in that it has applied the concept of para-social interaction to how users perceive IPA. IPA still has a low voice recognition limit, which makes it difficult to interact smoothly like real-life conversations. However, as natural language processing technology develops in the future, interactions between IPA and users will gradually proceed as smoothly as real human interaction. As technology evolves, the way users perceive IPA will change, and further research needs to continue discussing how the relationship between IPA and users will change due to changes in technology.
The practical implications of this study are that in order to stimulate future purchasing behavior in voice shopping services, the task attractiveness of IPA should be improved. The results of this study show that the task attractiveness of IPA directly affects product attitude. This shows that the better an IPA performs tasks with a clear goal, the easier it will be to accommodate the information delivered by an IPA when using shopping services.

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