Understanding user behavior of virtual personal assistant devices

Abstract

With the development of artificial intelligence technology, the market for virtual personal assistant (VPA) devices is emerging as a new battleground for global information technology companies. This study develops a comprehensive research model, based on perceived value theory, to explain potential customers' intentions to adopt and use VPA devices. It investigates the relationship between perceived usefulness, perceived enjoyment, and product-related characteristics (i.e., portability, automation, and visual attractiveness). The research model and hypotheses are evaluated through Partial least squares analysis, using 313 survey samples. The results show that perceived usefulness and enjoyment have a significant impact on usage intention. Among the three constructs reflecting software-and hardware-based utilitarian value, content quality has the strongest impact on perceived usefulness. From the perspective of hedonic value, content quality, which is also a utilitarian attribute of VPA devices, and visual attractiveness positively affect perceived enjoyment. This study concludes by discussing implications and offering useful suggestions for academia and practice.

Personal Information Disclosure via Voice Assistants: The Personalization–Privacy Paradox

“…Therefore, by collecting and analyzing the personal music listening information from the users and providing them with curated playlists in return, helps in increasing the hedonic value of the VA devices. Existing research has also confirmed this benefit component of the enjoyment aspect in a number of other different contexts [56][57][58]. While the utilitarian aspect is fundamental to the adoption and use of any IT-related service, the enjoyment motivation to use those services is fundamental to the success of such services [60].…”

“…Perceived enjoyment captures the feelings and emotions of the users such as joy or pleasure that using a product or service generates [56]. Users who experience pleasure and joy from using a technology or service (apart from their instrumental value) tend to adopt those and use them more extensively than others [56][57][58]. For example, using the services of the VA for playing music is one of the most frequently performed activity by the users [59].…”

“…As stated previously, the privacy calculus framework enables the users to do a risk-benefit analysis of the motivational factors that either act as a positive or negative catalyst of personal information disclosure. If the users feel that they get some benefits like greater personalized services [49][50][51][52][53][54][55], enjoyment [4,[56][57][58][59][60], convenience [81] or monetary rewards by disclosing their private information [82], then they will forgo some level of their privacy in return for the perceived benefits. Therefore, it is the subjective evaluation of the potential gains or the positives.…”

e-Commerce Sustainability: The Case of Pinduoduo in China

“…The reliability and validity of the latent variables were verified before the hypothesis testing. The research model and hypothesis assessment were conducted using the partial least squares structural equation modeling (PLS-SEM) analytical technique, which maximizes predictive power while minimizing the prediction error between the latent and measured variables [60]. In addition, this technique allows researchers to conduct a meaningful analysis even when the sample size is relatively small (Henseler et al, 2016).…”

Understanding the Adoption Intention of AI through the Ethics Lens

“…For example, Fan et al (2018) [21] conducts the adoption of AI-based medical diagnosis through the combination of UTAUT and trust theory. Yang and Lee (2018) [63] attempts to explain the adoption of virtual personal assistant devices through perceived usefulness and perceived enjoyment. Akinnuwesi et al (2016) [5] explains biometric technology adoption through UTAUT.…”