Knowledge Management Research (지식경영연구)

The Knowledge Management Society of Korea (한국지식경영학회)
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Customer Attitude to Artificial Intelligence Features: Exploratory Study on Customer Reviews of AI Speakers

인공지능 속성에 대한 고객 태도 변화: AI 스피커 고객 리뷰 분석을 통한 탐색적 연구

  • 이홍주 (가톨릭대학교 경영학부)
  • Received : 2019.01.22
  • Accepted : 2019.05.15
  • Published : 2019.06.30
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Abstract

AI speakers which are wireless speakers with smart features have released from many manufacturers and adopted by many customers. Though smart features including voice recognition, controlling connected devices and providing information are embedded in many mobile phones, AI speakers are sitting in home and has a role of the central en-tertainment and information provider. Many surveys have investigated the important factors to adopt AI speakers and influ-encing factors on satisfaction. Though most surveys on AI speakers are cross sectional, we can track customer attitude toward AI speakers longitudinally by analyzing customer reviews on AI speakers. However, there is not much research on the change of customer attitude toward AI speaker. Therefore, in this study, we try to grasp how the attitude of AI speaker changes with time by applying text mining-based analysis. We collected the customer reviews on Amazon Echo which has the highest share of AI speakers in the global market from Amazon.com. Since Amazon Echo already have two generations, we can analyze the characteristics of reviews and compare the attitude ac-cording to the adoption time. We identified all sub topics of customer reviews and specified the topics for smart features. And we analyzed how the share of topics varied with time and analyzed diverse meta data for comparisons. The proportions of the topics for general satisfaction and satisfaction on music were increasing while the proportions of the topics for music quality, speakers and wireless speakers were decreasing over time. Though the proportions of topics for smart fea-tures were similar according to time, the share of the topics in positive reviews and importance metrics were reduced in the 2nd generation of Amazon Echo. Even though smart features were mentioned similarly in the reviews, the influential effect on satisfac-tion were reduced over time and especially in the 2nd generation of Amazon Echo.

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References

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