As interactive marketing devices that serve as proximity-marketing tools, AI-powered voice assistants (VA) provide consumers with highly innovative convenience, which in turn fosters consumer–brand relationships (Wang, 2021). This research aims to explore the role of AI-powered VAs as a positive technology that offers consumers a sense of positive experiences, thus contributing to building a consumer-brand relationship. Based on the positive technology paradigm and transformation of flow strategy, this research conducted a 2 (locus of agency: high, machine-centric vs. low, human-centric) by 2 (brand image and voice congruency effect: incongruent vs. congruent) between-subjects experimental design. Then, ANOVA and structural equation modeling (SEM) analysis were conducted to explain how perceived control, flow, and happiness induced by the interaction with brands’ AI-powered VAs lead to the formation of brand loyalty under the moderating influences of brand image and VA’s voice congruency. A total of 316 participants were recruited via Prolific. The ANOVA analysis highlights the importance of user-centric agency, as people tend to desire to control their environment (White, 1959). Further, the results suggest that the congruency between brand image and VAs also leads people to positive reactions, as it improves their comfort and control (Rodero, Larrea, & Vázquez, 2013). SEM analysis results found that perceived control was a crucial factor that led participants to flow experience (Ghani et al., 1991). Further, this study found that perceived control could lead to a much broader aspect, such as an increase in happiness. Therefore, the overall study findings support the potential of AI-powered VAs as a positive technology. This research contributes to human-machine interaction, positive technology paradigm, and VA literature. In addition, this study provides beneficial insights for marketers and app developers.

본 연구는 과속방지턱의 설치규격 특성을 검토하기 위하여 동역학적 이론을 기반으로 분석을 수행하였다. 먼저 과속방지턱에 대한 현장조사를 통해 기하구조 자료를 수집하여 현행 설치기준과 비교 분석하였으며, 차량과 운전자를 일체화시킨 단자유도 모델링 방법을 이용하여 충격하중에 의한 변위응답 스펙트럼을 구하였다. 해석 결과 과속방지턱의 폭과 높이는 커질수록 운전자에게 미치는 심리적 부담감이 커지나 과도한 불편함을 초래하지 않도록 크기를 결정해야 하는 것으로 분석되었다. 또한 과속방지턱의 폭과 높이의 비율은 운전자가 느끼는 수직가속도의 크기를 지배하므로 폭과 높이의 조화도 고려하여 과속방지턱을 설치하여야 한다.