Identifying the Role of Fun and Data Security on Intention to use Incheon Airport`s AI Service Robot

Abstract

在各個行業中，基於AI的服務機器人不僅被引入以降低成本，而且還提高了服務質量，並且正在努力提高機器人的利用率。在這項研究中，我們驗證了消費者在激活基於人工智能的機器人時所遇到的“樂趣”因素和“數據安全性”問題如何影響使用該機器人的態度和意圖。進行了在線調查以驗證研究模型，並通過結構方程式驗證了假設。分析的結果發現，數據安全性問題越安全，服務機器人越有用，並且添加的有趣元素越多，實用性和可用性就越高。此外，已經確認，感知的可用性和感知的實用性，技術接受模型的驅動力會影響態度和意圖。這項研究的結果表明，在機場服務站點設計引入智能服務機器人時，重要的是要考慮用戶可以識別的簡便易用的有趣因素，並且數據安全性也是重要的因素。

In order to reduce costs and improve quality of service in various industries, artificial intelligence-based service robots have been introduced, and many companies are making efforts to improve utilization of it. This study attempt to verify the relationship between technology acceptance attitude and intention on data security and fun, by applying artificial intelligence-service robot in the airport. For verifying the proposed model, this study conducted an online survey and analyzed it through a SEM. The findings indicate that data security impacts perceived usefulness, and fun influences perceived usefulness and perceived ease of use. Also the drivers of Technology acceptance (perceived ease of use and perceived usefulness) affect the attitude and intention. This study suggests that marketers should consider fun and data security which feels easy and useful when designing artificial intelligence-service robots at the airport.