Analyzing Determinants for Adoption of Intelligent Personal Assistant: An Empirical Study

Abstract

With the accelerating advances in artificial intelligence (AI) technologies, the rising demand for the intelligent personal assistant is expected to rapidly increase in the following decades. As customer loyalty has become a critical element in gaining a competitive advantage and many marketers pay great attention to it, this research aims to explore the factors that directly affect customer loyalty toward the intelligent personal assistant. The main motivation is to investigate and identify the direct effects that variables such as customer innovativeness and perceived value have on customer loyalty. Additionally, both product knowledge and corporate image will be examined as moderators. The results obtained demonstrate that perceived value has a positive influence on customer loyalty. Furthermore, product knowledge moderates the influence of functional and hedonic innovativeness on customer satisfaction. The study’s main contributions provide a better understanding of customer loyalty. This research aims to be viewed as a specific guide to provide effective practices that companies should implement to help them reallocate resources appropriately and enhance customer value creation. The results indicate that the higher the level of customer perceived value, the better the customer loyalty will be. The findings represent that corporate image has a positive moderating effect on the influence of customer innovativeness on perceived value. This study draws on the outcomes of administrative suggestions and recommends a few observational strategies to improve the monetary administration in the intelligent personal assistant industry.

An Extended UTAUT Model for Analyzing Users’ Acceptance Factors for Artificial Intelligence Adoption in Human Resource Recruitment: A Case Study of Thailand

“…The term of perceived value, initially introduced by Dodds and Monroe [84], centers around the balance between how customers perceive quality or benefits and what they are willing to pay or sacrifice. Perceived value involves assessing the overall usefulness by comparing the benefits gained with the sacrifices incurred [85,86]. A study in a journal focused on the adoption of intelligent personal assistants discovered that customers' readiness to use the product is notably affected by their perception of functional, social, and knowledge-related values [86].…”

“…Perceived value involves assessing the overall usefulness by comparing the benefits gained with the sacrifices incurred [85,86]. A study in a journal focused on the adoption of intelligent personal assistants discovered that customers' readiness to use the product is notably affected by their perception of functional, social, and knowledge-related values [86]. Furthermore, additional research studies identified that the perception of value has a direct impact on the willingness to embrace various forms of information technology, for instance, the acceptance of mobile payment solutions [69] and adoption of assistance products such as smart speaker, voice assistance, home appliances [87].…”

“…[57] Trust in Technology of AI TA1: I trust that AI algorithm is reliable in screening candidates to match organization's requirement [79,82,110] TA2: I trust that AI based recruitment software has reliable database to complete recruitment [110] TA3: I think there will be a government organization to ensure AI based recruitment software is secured [79,82] TA4: I trust that AI software developer is honest and will not take advantage over user's information [79] Perceived Value PV1: I think that using AI in recruitment is worth investing [86] PV2: I feel that using AI can remain quality of recruitment process consistently. [86] PV3: I realize that using AI in recruitment will give the organization the social approve [86] PV4: I feel that using AI in recruitment will make impression on candidates [86] Perceived Autonomy PA1: Using AI in recruitment will allow recruiters/ HR officers to have more freedom to develop preferred skills and tasks [57] PA2: Using AI will give recruiters/ HR officers the opportunity to better coordinate with candidates [57] PA3: Utilizing AI will provide recruiters and HR officers with more flexibility to manage other essential responsibilities more effectively [57] PA4: I think AI in recruitment will reduce the number of decisions to get the optimal results [57] Intention to Use IU1: Using AI based recruitment software is a good and modern idea…”

Factors Behind Virtual Assistance Usage Among iPhone Users: Theory of Reasoned Action

“…Artificial Intelligence functions as merely a technology to perform everyday life functions. People preferring smartphones having AI-based voice assistance have concerns regarding the self-efficacy and problem-solving of the assistant [53].…”

Data-Driven Analytics Leveraging Artificial Intelligence in the Era of COVID-19: An Insightful Review of Recent Developments

“…Besides these technical developments, researchers are emphasizing the need for research in COVID19-induced brain dysfunction (CIBD) to improve the mental health of large populations of infected/uninfected individuals [288]. Despite these highlighted areas and developments, AI's role in COVID-19 and post COVID-19 era can offer a proven method to further strengthen the impact of healthcare services/applications on population health, which is more necessary than ever in the post-COVID era [289][290][291][292]. To this end, further developments are needed to lower the effects of this pandemic and to serve mankind effectively in these unanticipated and challenging times.…”