A Case Study on the Continuous Usage Intention of Artificial Intelligence Speaker in Product Service System Perspective

In Industry 4.0, which focuses on the convergence between technologies, convergence between industries, and convergence between business models, artificial intelligence agent services are delivered to consumers through intangible services and types of products. This study explored what factors consumers continue to use artificial intelligence agent services, focusing on artificial intelligence speakers, a representative example of Industry 4.0. To perform empirical analysis, artificial intelligence speaker users with a high penetration rate and high importance of artificial intelligence agent services among products equipped with artificial intelligence agent services were set as questionnaires. A research model was designed based on the quality-satisfaction-loyalty model and the information system continuity model. As a result of the analysis, it was found that service quality and product quality had a positive effect on both the practical aspect of perceived usefulness and the perceived pleasure of the playful aspect. Also, both perceived usefulness and enjoyment influenced the intention to continue using. On the other hand, the research hypothesis between product quality and use satisfaction, usage satisfaction, and continuous use intention obtained statistically insignificant results. As a result, the AI agent service provided through the AI speaker determines usefulness and enjoyment in both terms of service and product quality, and these two factors ultimately determine the intention of continuous use. However, it was assumed that the service has not reached the level at which users are satisfied. The research showed that development in quality and function aspects is needed.