語音助理使用意圖之整合模型研究;Research on the Intention of Use of the Integrated Model of Voice Assistant

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Title:	語音助理使用意圖之整合模型研究;Research on the Intention of Use of the Integrated Model of Voice Assistant
Authors:	蘇崇億;Su, Chong-Yi
Contributors:	資訊管理學系
Keywords:	語音助理;科技接受模式;個性;知覺風險;知覺有趣性;voice assistant;technology acceptance model;personality;perceived risk;perceived enjoyment
Date:	2020-07-07
Issue Date:	2020-09-02 17:51:57 (UTC+8)
Publisher:	國立中央大學
Abstract:	隨著人工智慧的潮流，語音助理(voice assistant)在人機互動領域逐漸受到重視，其便利性、直覺性與自然的溝通模式，讓近年來語音助理的使用率逐漸攀升，此創新的互動模式將會帶來人類與機器溝通上的變革，未來語音助理的應用更可能拓展至智慧家庭、語音商務或車載語音系統上，逐漸融入大眾的日常生活當中。本研究針對語音助理之接受因素進行研究與探討，以整合性科技接受模型為基礎(Wixom & Todd, 2005)，加入多種因素進行權衡包括語音助理的「品質」、「操作」、「個性」、「隱私」與「有趣性」。因此，我們針對語音助理的使用者進行問卷調查，有效樣本為214份，並運用 PLS-SEM 結構方程模式進行檢驗。研究結果顯示「品質」對滿意度有正向影響，「操作」、「個性」與「有趣性」均對使用態度有正向影響。另外，我們發現在「品質」當中，資訊品質的影響程度是大於系統品質的；在「個性」當中，語音助理的「人格特質」是影響使用者信任的重要因素，且影響程度最高的人格特質為務實的、樂於助人的與邏輯的。本研究提供一個較為完整的架構探討語音助理之使用意圖，並且適合用於解釋語音助理相關服務之應用，且能供語音助理開發商作為設計依據，以改善使用者體驗創造出良好的互動環境。;With the trend of artificial intelligence, voice assistant has been increasingly valued in the field of human-computer interaction. Due to its convenient, intuitive, and natural communication capacities, the use of voice assistant has gradually gained wider usage in recent years. The mode of innovative interactions will bring about changes in communication between humans and machines. In the future, voice assistant will more than likely be used in smart homes, voice commerce, or in-vehicle voice systems. It will gradually be integrated into the daily lives of the general public. This research studies and explores the acceptance factors of voice assistant. Using the integrated model of user satisfaction and technology acceptance (Wixom & Todd, 2005), a number of factors are added to the trade-offs including “quality,” “operation,” “personality,” “privacy,” and “interestingness.” As a result, we conducted a survey on the users of voice assistant. The valid samples were 214, and the PLS-SEM structural equation model was used for testing. Research results show that “quality” has a positive effect on user satisfaction, and “operation,” “personality,” and “interestingness” have a positive effect on the attitude of use. In addition, we found that in “quality,” the quality of information is more influential than the quality of the system. Among the “personality,” the “personality trait” of the voice assistant is an important factor that affects the users’ trust. And the most influential personality traits are practical, helpful, and logical. This study provides a more complete framework for exploring the intent of use of voice assistant and is suitable for interpreting applications related to voice assistant services. It can be used by voice assistant developers as a design basis to improve the user experience and create a good interactive environment.
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