성과 기대, 노력 기대, 사회적 영향이 AI 반려 로봇 액세서리 구매 의도에 미치는 영향: 즐거움의 매개 효과를 중심으로

Users decorate, adorn, dress, and personalize their robots to suit their tastes or to match the atmosphere of their homes and workplaces. For example, accessories can change the robot’s social role, form, and behavior-such as by adding a chef’s hat to imply culinary expertise or attaching a team logo to express a sense of belonging. When examining accessory research by field, studies have been conducted on fashion accessory design, mobile accessory branding, and nail accessory production. These existing studies are limited to technological customization or function-oriented approaches, and there is a lack of empirical approaches regarding consumers’ purchasing behavior or emotional factors. Therefore, this study applied an extended unified technology acceptance model specialized for the intention to purchase accessories for AI companion robots, based on core factors of the unified technology acceptance model such as performance expectancy, effort expectancy, and social influence, with the emotional factor of enjoyment as a mediator. To this end, data from 392 consumers interested in purchasing accessories for AI companion robots were used for analysis. For the analysis, the statistical programs SPSS 26 and Smart PLS 3.0 were used. As a result of the study, first, performance expectancy was found to have a positive effect on enjoyment. Second, effort expectancy was found to have a positive effect on enjoyment. Third, social influence was found to have a positive effect on enjoyment. Fourth, enjoyment was found to have a positive effect on purchase intention. Fifth, enjoyment was found to mediate the relationships between performance expectancy, effort expectancy, social influence, and purchase intention. Based on these results, the marketing strategies and implications for robot companies’ accessories were discussed.