Understanding the Adoption of Voice Activated Personal Assistants

Understanding the Adoption of Voice Activated Personal Assistants

Abide Coskun-Setirek, Sona Mardikyan
Copyright: © 2017 |Pages: 21
DOI: 10.4018/IJESMA.2017070101
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This study aims to investigate the factors that affect the usage of voice-activated personal assistants (VAPA) which are mobile device applications such as Siri, Google Now, S Voice, Cortana, Alexa, etc. A theoretical framework is proposed based on the relative technology acceptance model constructs in the light of literature. Data are collected from a total of 183 people with a survey questionnaire. Structural equation modelling (SEM) was applied as the major statistical technique for data analysis. The proposed model has the potential to help technology companies to understand some of the factors influencing user' behaviors and attitudes toward VAPA and improve the technology quality. There are few researches about voice-activated technology adoption in the literature and this is first paper that proposes a research model for acceptance of VAPA.
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Literature Review

With the technology advances, machines are able to speak, hear, and “understand” via a speech interface (Furman et al., 1999). The five broad technology areas of the field of speech processing for man-machine communication are given by Drygajlo (2003): speech recognition, speech synthesis, spoken dialogue, speaker recognition, and speech compression.

In last years, various applications based on voice recognition and voice-enabled user-interfaces that will provide a natural interaction are integrated in mobile devices. They are preferred in the following cases: users with various disabilities, users who are in an eyes-busy, hands-busy situation, users who don't have access to a keyboard and/or a monitor and user who are not aware of computer skills (Nielsen, 2003).

Voice-activated intelligent assistants, such as Siri, Google Now, S Voice, Cortana and Alexa are prevalent on mobile devices. In 2011, Apple's Siri started the trend providing a voice-enabled user-interface which users could get answers to a variety of questions, find information, or perform tasks. Awareness was created about that smartphones could speak (Riccardi, 2014). Then, Google’s Voice Search, Samsung’s S Voice, Microsoft’s Cortana and Amazon’s Alexa followed this development. Such tools are very important in terms of saving time and improving the effectiveness of search (Bengtson, 2014). According to Riccardi (2014), all of them have the ability to interpret Natural Language with spoken interaction and providing responses. They can perform many actions: sending e-mail and text messages, opening an application, making calls, setting alarm, find information on the Web, etc. Some of them (Google Now and Cortana) can make proactive recommendations such as predicting and alerting the user about weather, meetings, traffic, airlines information (Riccardi, 2014).

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