運用「整合性科技接受使用模式」探討消費者對於智慧語音助理使用意圖

在智慧型手機產業邁入銷售高原期後，AI人工智慧被視為下一波產業革命的契機，2014年Amazon推出Amazon Echo智慧音箱作為智慧家庭入口，各科技巨擘莫不積極追趕，發展AI智慧語音助理以佈局智慧家庭市場。本研究以整合性科技接受使用模式(UTUAT)及延伸整合性科技接受使用模式(UTUAT 2)為基礎，對於消費者使用智慧語音助理(Intelligent Voice Assistants)行為進行實證研究，探討影響消費者智慧語音助理使用意圖的關鍵因素，並納入年齡及智慧語音助理平台發展類型作為調節變數，以期作為後續智慧語音市場產品導入及行銷策略制定的參考。研究結果顯示：(1)績效期望、努力期望、有利條件、享樂動機、價格價值及使用習慣會正向影響消費者對於智慧語音助理的使用意圖。(2)年齡對於享樂動機、價格價值與使用意圖間之關聯有調節效果。(3)智慧語音助理平台發展類型對於享樂動機與使用意圖間之關聯有調節效果。

關鍵字

智慧語音助理；整合性科技接受使用模式；延伸整合性科技接受使用模式；使用意圖

並列摘要

After the smartphone industry has entered the sales plateau period, AI (artificial intelligence) is seen as an opportunity for the next wave of industrial revolution. Since the launching of Amazon Echo Smart Speaker by Amazon in 2014 to serve as a smart home entry system, no technological giants would ignore to actively catch up and develop AI intelligent voice assistants to layout the smart home market. This study is based on the research framework of UTAUT and UTAUT 2 to conduct an empirical research to explore the key factors affecting the consumer’s behavioral intention on using AI intelligent voice assistants. Moreover, age and AI intelligent voice assistant’s platform development type were adopted as moderating variables to serve as a reference for subsequent development of AI intelligent voice market products and marketing strategies. The results showed that: (1) Performance expectancy, effort expectancy, facilitating conditions, hedonic motivation, price value and habit affect consumer’s behavioral intention to use AI intelligent voice assistants. (2) Age differences moderate the effects of hedonic motivation and price value on AI intelligent voice assistants use intention. (3) The intelligent voice assistant’s platform development type differences moderate the effect of hedonic motivation on AI intelligent voice assistants use intention.

並列關鍵字

AI Intelligent Voice Assistants ； UTAUT ； UTAUT 2 ； Behavioral Intention

參考文獻

Davis, F. D. (1993). User acceptance of information technology: system characteristics, user perceptions and behavioral impacts. International Journal of Man-Machine Studies, 38(3), 475-487.

Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140.

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