Research on the Influencing Factors of AI Voice Assistant Users'Virtual Online Experience
In the rapid development of ICT,which is represented by ChatGPT,the impact of intelligent applications(such as AI voice assistants)on user experience and user behaviors has been hotly discussed.Based on the Cognition-Affect-Conation(CAC)model,and starting from the technical characteristics of AI voice assistants,this paper aims to analyze the impact of perceived anthropomorphism,perceived relationality,and perceived entertainment on the perceived service quality and perceived usage cost of user cognitive evaluation,as well as the combined effect of cognitive evaluation and emotional experience on users'adoption intentions.Guided by both methods of SEM and fsQCA,it conducts an empirical test through a questionnaire survey of totally 328 respondents.The results shows that perceived anthropomorphism of AI voice assistants increases users'perceived usage costs,and perceived relationality and perceived entertainment are beneficial to perceived service quality;emotion plays a mediating role between user cognitive evaluation and user behavioral intention outcome.Besides,based on the fsQCA data,five configurations of AI voice assistant users'online virtual experience are summarized and interpreted,which validates and complements the SEM findings.This paper provides a new theoretical research perspective for the study on the influencing factors of AI voice assistant users'virtual online experience,deepens the theoretical application of the customer journey theory in users'virtual online experience,and provides reference for enterprises to use AI voice assistants to enhance user experience.
NETL
NSTL
万方数据
维普
