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A study on the factors affecting the acceptance of voice assistant using structural equation modeling
Journal of the Korean Data & Information Science Society 2019;30:1245-58
Published online November 30, 2019;  https://doi.org/10.7465/jkdi.2019.30.6.1245
© 2019 Korean Data and Information Science Society.

Myungsoon Park1 · Sang-kook Han2

1Department of AI Business, SK Telecom
2Department of Electrical and Electronic Engineering, Yonsei University
Correspondence to: Vice President, AI Business Unit, SK Telecom, Seoul 04005, Korea. Email: mspark11@nate.com
Received August 22, 2019; Revised September 27, 2019; Accepted October 4, 2019.
This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
With the development of AI technology, the voice assistant based on human language is spreading. This study is to analyze the factors affecting intention to use of voice assistant with hedonic-system acceptance model (HAM). It includes elements of fun and enjoyment in the acceptance of new technology. The research model which is based on HAM is established to identify factors that are perceived ease of use, emotional interaction, perceived usefulness and perceived enjoyment for intention to use. Basic data are collected from 500 valid samples of voice assistant users and structural equation modeling analysis is performed using AMOS 24 program. Perceived ease of use has a significant effect on both perceived usefulness and perceived enjoyment, therefore it finally affects behavioral intention to use. Emotional interaction affects perceived enjoyment and ultimately affects behavioral intention to use as well.
Keywords : Emotional interaction, hedonic-system acceptance model, structural equation modeling, voice assistant.