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Hey Alexa: examining the effect of perceived socialness in usage intentions of AI assistant-enabled smart speaker
Journal of Research in Interactive Marketing ( IF 10.176 ) Pub Date : 2021-05-06 , DOI: 10.1108/jrim-11-2019-0179
Sara H. Hsieh , Crystal T. Lee

Purpose

Artificially intelligent (AI) assistant-enabled smart speaker not only can provide assistance by navigating the massive amount of product and brand information on the internet but also can facilitate two-way conversations with individuals, thus resembling a human interaction. Although smart speakers have substantial implications for practitioners, the knowledge of the underlying psychological factors that drive continuance usage remains limited. Drawing on social response theory and the technology acceptance model, this study aims to elucidate the adoption process of smart speakers.

Design/methodology/approach

A field survey of 391 smart speaker users were obtained. Partial least squares structural equation modeling was used to analyze the data.

Findings

Media richness (social cues) and parasocial interactions (social role) are key determinants affecting the establishment of trust, perceived usefulness and perceived ease of use, which, in turn, affect attitude, continuance usage intentions and online purchase intentions through AI assistants.

Originality/value

AI assistant-enabled smart speakers are revolutionizing how people interact with smart products. Studies of smart speakers have mainly focused on functional or technical perspectives. This study is the first to propose a comprehensive model from both functional and social perspectives of continuance usage intention of the smart speaker and online purchase intentions through AI assistants.



中文翻译:

Hey Alexa:检查感知社交对支持 AI 助手的智能扬声器的使用意图的影响

目的

具有人工智能 (AI) 助手的智能音箱不仅可以通过浏览互联网上的海量产品和品牌信息来提供帮助,还可以促进与个人的双向对话,从而类似于人类互动。尽管智能扬声器对从业者具有重大意义,但对推动持续使用的潜在心理因素的了解仍然有限。本研究借鉴社会反应理论和技术接受模型,旨在阐明智能音箱的采用过程。

设计/方法/方法

对 391 位智能音箱用户进行了实地调查。偏最小二乘结构方程模型用于分析数据。

发现

媒体丰富度(社会线索)和准社会互动(社会角色)是影响信任建立、感知有用性和感知易用性的关键决定因素,进而通过人工智能助手影响态度、持续使用意图和在线购买意图。

原创性/价值

支持 AI 助手的智能扬声器正在彻底改变人们与智能产品的交互方式。智能音箱的研究主要集中在功能或技术方面。本研究首次从智能音箱的持续使用意图和通过人工智能助手的在线购买意图的功能和社会角度提出了一个综合模型。

更新日期:2021-06-18
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