Understanding adoption of intelligent personal assistants: A parasocial relationship perspective
Understanding adoption of intelligent personal assistants: A parasocial relationship perspective
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DOI：
10.1108/imds-05-2017-0214
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发表时间：
2018-01-01
影响因子：
5.5
通讯作者：
Yang, Heetae
中科院分区：
文献类型：
--
作者：
Han, Sangyeal;Yang, Heetae
目的-本文的目的是开发一个全面的研究模型，可以解释客户的持续意图，采用和使用智能个人助理（IPAs）.设计/方法/途径本研究提出并验证了一个新的理论模型，扩展了准社会关系（PSR）理论。偏最小二乘分析，以测试研究模型和相应的假设收集的数据从304调查samples.Findings人际吸引力（任务吸引力，社会吸引力，和物理吸引力）和安全/隐私风险是重要的影响因素，通过IPAs.Research限制/影响首先，这是第一次实证研究，以探讨用户接受IPAs。第二，据作者所知，没有进行过研究，以检验投资促进机构中私营部门改革的作用。第三，本研究通过引入反映风险相关属性的新前因，验证了所提出的模型的鲁棒性，这在以前的PSR研究中还没有研究过。但这项研究有局限性，未来的研究可能会解决。首先，这项研究的主要发现仅基于美国用户的数据。第二，调查受访者之间的个体差异没有examined.Practical影响-为了增加通过IPAs，制造商应专注于开发人性化和专业的助手，考虑到PSR和任务吸引力的重要作用。研发部门应不断努力实现人工智能技术的进步，使IPA能够更好地识别用户的声音，像人一样自然地说话。在这一领域，与第三方公司或个人开发人员的合作至关重要，因为制造商无法独立开发支持各个行业特定任务的应用程序。它也是必要的，以提高IPA设备的设计和用户界面，以提高物理attraction.Originality/值-这项研究是第一次实证尝试，以研究用户接受的IPAs，因为大多数以前的文献关注的使用模式或技术特征的分析。
Purpose The purpose of this paper is to develop a comprehensive research model that can explain customers' continuance intentions to adopt and use intelligent personal assistants (IPAs).Design/methodology/approach This study proposes and validates a new theoretical model that extends the parasocial relationship (PSR) theory. Partial least squares analysis is employed to test the research model and corresponding hypotheses on data collected from 304 survey samples.Findings Interpersonal attraction (task attraction, social attraction, and physical attraction) and security/privacy risk are important factors affecting the adoption of IPAs.Research limitations/implications First, this is the first empirical study to examine user acceptance of IPAs. Second, to the authors' knowledge, no research has been conducted to test the role of PSR in the context of IPAs. Third, this study verified the robustness of the proposed model by introducing new antecedents reflecting risk-related attributes, which has not been investigated in prior PSR research. But this study has limitations that future research may address. First, key findings of this research are based only on data from users in the USA. Second, individual differences among the survey respondents were not examined.Practical implications To increase the adoption of IPAs, manufacturers should focus on developing human-like and professional assistants, in consideration of the important role of PSR and task attraction. R&D should continuously strive to realize artificial intelligence technology advances so that IPAs can better recognize the user's voice and speak naturally like a person. Collaboration with third-party companies or individual developers is essential in this field, as manufacturers are unable to independently develop applications that support the specific tasks of various industries. It is also necessary to enhance IPA device design and its user interface to enhance physical attraction.Originality/value This study is the first empirical attempt to examine user acceptance of IPAs, as most of the prior literature has concerned analysis of usage patterns or technical features.