| abstract |
| Background As digital innovation accelerates, AI speakers are rapidly increasing in utilization and establishing themselves as essential devices at home. This has led to the expansion of a market where various brands and models compete. This study explored the correlation between the UX design of an app that can control these AI speakers, reuse intention, and brand loyalty.
Methods Through the case study, the UX design of Google Home, Samsung SmartThings, and Xiaomi Mi Home among domestic and foreign AI speaker apps was analyzed, and in the empirical study, data were collected through surveys to reveal the correlation between each variable. The reliability and validity of the measurement items used in the survey were verified through factor analysis and correlation analysis, and the hypothesis of the study was verified by analyzing the structural equation model.
Result It was confirmed that the UX design of the AI speaker app has a significant effect on the user's intention to reuse and brand loyalty, and the reuse intention according to the UX design also has a positive effect on brand loyalty.
Conclusion The more users experience the UX design of an intuitive and convenient AI speaker app, the stronger their intention to use the app repeatedly, which ultimately leads to brand loyalty. Therefore, companies need to establish strategies to increase satisfaction and strengthen brand loyalty through user-centered UX design. It is expected to play an important role in enhancing competitiveness in the AI speaker market. |
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| Key Words |
| UX디자인, 재이용의도, 브랜드 로열티, UX Design, Reuse Intention, Brand Royalty |
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