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Understanding user behavior of virtual personal assistant devices

Author

Listed:
  • Heetae Yang

    (Science and Technology Policy Institute)

  • Hwansoo Lee

    (Dankook University)

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.

Suggested Citation

  • Heetae Yang & Hwansoo Lee, 2019. "Understanding user behavior of virtual personal assistant devices," Information Systems and e-Business Management, Springer, vol. 17(1), pages 65-87, March.
    • Handle: RePEc:spr:infsem:v:17:y:2019:i:1:d:10.1007_s10257-018-0375-1
    DOI: 10.1007/s10257-018-0375-1
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    5. Vlačić, Božidar & Corbo, Leonardo & Costa e Silva, Susana & Dabić, Marina, 2021. "The evolving role of artificial intelligence in marketing: A review and research agenda," Journal of Business Research, Elsevier, vol. 128(C), pages 187-203.
    6. Sánchez-Franco, Manuel J. & Arenas-Márquez, Francisco J. & Alonso-Dos-Santos, Manuel, 2021. "Using structural topic modelling to predict users’ sentiment towards intelligent personal agents. An application for Amazon’s echo and Google Home," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
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    8. Christine Rzepka & Benedikt Berger & Thomas Hess, 2022. "Voice Assistant vs. Chatbot – Examining the Fit Between Conversational Agents’ Interaction Modalities and Information Search Tasks," Information Systems Frontiers, Springer, vol. 24(3), pages 839-856, June.
    9. Beeler, Lisa & Zablah, Alex R. & Rapp, Adam, 2022. "Ability is in the eye of the beholder: How context and individual factors shape consumer perceptions of digital assistant ability," Journal of Business Research, Elsevier, vol. 148(C), pages 33-46.
    10. María Consuelo Sáiz-Manzanares & Raúl Marticorena-Sánchez & Javier Ochoa-Orihuel, 2020. "Effectiveness of Using Voice Assistants in Learning: A Study at the Time of COVID-19," IJERPH, MDPI, vol. 17(15), pages 1-20, August.
    11. Younghoon Chang & Siew Fan Wong & Christian Fernando Libaque-Saenz & Hwansoo Lee, 2019. "e-Commerce Sustainability: The Case of Pinduoduo in China," Sustainability, MDPI, vol. 11(15), pages 1-23, July.
    12. Hyeon Jo & Eun-Mi Baek, 2023. "RETRACTED ARTICLE: Customization, loneliness, and optimism: drivers of intelligent personal assistant continuance intention during COVID-19," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-11, December.
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