Abstract
Smart speaker is one of the most popular machines which applies voice recognition technology. Since smart speaker users highly interact with the machine, we suggest that smart speaker-user interactivity has positive effects on users’ satisfaction and loyalty. We also identify the effect of communication efficacy as a mediator of this relationship. Findings show that the two dimensions of interactivity(active control and synchronicity) both have a significant effect on user satisfaction, and satisfaction also showed significant effect on users’ loyalty for a smart speaker. Results also indicate that communication efficacy significantly mediates the relationship between smart speaker-user interactivity(active control and synchronicity) and user attitude(satisfaction and loyalty). Our findings suggest that a highly interactive smart speaker is expected to have competitive advantage in the market since it enhance users’ communication efficacy, leads to high user satisfaction, and consequently loyalty.
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