| dc.description.abstract | Facing the proliferation of “digital life,” the market of intelligent voice assistant has grown rapidly in recent years. It can provide assistance in data query, scheduling, message transmission, control of IoT devices, telling jokes, and singing, among others. The most commonly used voice assistance applications s in Taiwan are Apple Siri and Google Assistant. However, since the EU implemented the General Data Protection Regulations in 2018, people have become aware of the protection of privacy data. Voice assistant can provide convenience, but a main concern is still personal privacy. Although voice assistant can only be awakened by special commands, there is no guarantee that the voice assistant does not collect data in dormancy mode.
This study attempts to look into the influencing factors of continuance usage intention by voice assistant users. The research model is based on the Expectation Confirmation Theory and Theory of Planned Behavior, with personality trait as moderators. This study was conducted through a questionnaire survey, and a total of 996 valid samples was collected. SEM is employed as the major data analysis tool.
Results reveal that when users perceive that voice assistant can provide entertainment value or improve the efficiency of task, their continued use intentions are higher; on the other hand, when users worry about disclosing personal data that may be improperly used, their continuance usage intentions are reduced. In addition, this study also confirmed that curiosity, a personality trait, does moderate the influence of perceived value on continuance using intention, while neuroticism, another personality trait, moderates the influence of privacy concern on continuance using intention. | en_US |