| 摘要: | 面對數位生活的普及，近年來智慧型語音助理的市場迅速成長，它可以提供資料查詢、行程安排、訊息傳送、控制物聯網設備、講笑話、唱歌等服務，而台灣目前較常使用的智慧型語音助理是Apple Siri與Google Assistant。不過自2018年歐盟執行一般資料保護規則後，人們開始意識到隱私資料的保護，而語音助理利用聲控可以提供便利性，但最主要的問題仍在於個人隱私，雖然語音助理是必須藉由特殊指令才可以被喚醒，但也無法保證語音助理不會在休眠模式當中持續地接收用戶資料。
本研究將探討消費者對於智慧型語音助理的持續使用意圖之影響因素，本研究模型是以期望確認理論與計畫行為理論作為基礎，另外再新增人格特質作為調節變數。本研究以問卷調查法進行，共蒐集996份的有效樣本，而統計方法使用SEM以檢驗本研究模型與假說。
經本研究證實，當消費者感知到使用語音助理服務可以提供娛樂價值或提升任務完成的效率時，用戶的持續使用意圖就會增加；另一方面，當消費者擔憂自己向語音助理揭露的個人隱私資料可能被不當使用時，用戶的持續使用意圖就會減少。此外，本研究也證實，具有好奇心的人格特質確實可以調節感知價值對持續使用意圖的影響；而具有神經質的人格特質也會調節隱私顧慮對持續使用意圖的影響。;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. |
