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Interoperability of AI-based Voice Assistants on Consumers Satisfaction

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Artificial Intelligence (AI) is one of technological innovations, which performs manual work, that requires human intelligence. The main feature of AI, which outstands hundreds of previous inventions and make it so outstanding is that AI uses big data to broaden the possibilities of its’ task performance abilities and achieve best performance. Nowadays, AI is used in almost every field of human life: healthcare, law, finance, education, transport, and Virtual assistants. Virtual assistant or Voice assistant is a software that understands the user's language and performs the instructions that the user wants. Voice assistant service was created as a system, which could use AI to provide intelligent search techniques to simplify the search process, leading to a sufficient timesaving for multitasking. By applying its improved intelligent searching techniques, Voice assistant systems (VASs) are used as tools for online shopping, learning new languages, answering questions, controlling/using other applications and devices. Apple made a huge breakthrough when the first ever digital virtual assistant Siri was introduced as a feature on company’s iPhone 4s in 2011. Since then, similar attends of several companies brought many voice assistants to the market. According to latest forecast from Gartner, worldwide artificial intelligence software revenue is forecast to total US $62.5 billion in 2022, which compared to US $51.5 billion In 2021, representing an increase of 21.3% in total. Virtual Assistant software also taking a big part in of the revenue: the AI Voice Assistant software market revenue for 2022 is $7.12 billion dollars, which indicates the growth compared to $6.2 billion in 2021. The main characteristics of AI Voice Assistants service are immediateness, simplicity, and context. Immediateness is defined as a feature, which provides immediate information to meet user needs. Simplicity is an ability of the service to focus on clear content, deliver it simply and briefly, and execute effective tasks. Context is the ability to provide information that is closely related to user needs immediately when needed and connect with the surrounding environment. The evolution of AI technologies, including AI Voice Assistants, is a focus of study for technology companies. Though the AI Voice Assistants are constantly evolving, the adoption of such technologies remains a big issue. The adoption of AI technologies differs across the world. Voice-based virtual assistants are becoming more common on mobile devices. The technologies are now being integrated into other devices, such as mobile devices, desktop computers, as well as various online services. The whole new market of stand-alone items that function as smart home assistants, like Amazon Echo, is emerging. Given the exponential rise of voice-based technology, many tech-users now have a chance to communicate with voice assistants as part of everyday life, exactly as they would with other humans. Equipped with the set of useful features, AI-based voice assistants could not only play digital music through Wi-Fi and Bluetooth, but also can perform various verbal commands, based on users’ needs. As for 2021 year, the active usage of AI voice assistants still differs depends on the region. For example, even though market researchers give the AI voice assistant technology a big growth in revenue, in case of South Korea, the country with the highest percent of households using the internet, only 33% of population in age of 20-50 are using AI Voice Assistant. In case of Taiwan, more than 80 percent of people have smartphones, but only less than 10 percent of the people adopted smart speakers, as well as India, where smart voice assistants remain as a relatively young product. Moreover, as market competition for AI Voice Assistants has intensified due to the indiscriminate launch of AI Voice Assistants, the areas that users can use through one AI voice Assistant are decreasing. To address current issue, Microsoft Cortana and Amazon Alexa has launched an integrated service, where both features of each Voice Assistant can be used on one device. This integration of two Voice Assistants gives user the opportunity to get access to exclusive features of one or another voice assistant wherever they wanted. For example, a person with Cortana can order products off Amazon or manage existing orders with voice instructions. In case of manufacturers, the creation of interoperable Voice Assistant services brings companies greater powers to compete with other AI Voice Assistant service providers. In case of other ICT companies, the biggest manufacturer of smart voice speakers, Amazon could not skip the opportunity to expand its zone of interest and launched the Voice Interoperability Initiative in 2019. Currently, The Voice Interoperability Initiative has gained support from 80 companies, including brands like Baidu, BMW, Bose, Microsoft, Salesforce, Sony and more, including companies like Facebook, Qualcomm, and Intel as a part of the initiative. Prior studies on AI Voice assistants made a focus on factors, that influence the adoption of voice assistants and increase the purchase intention of smart voice speakers. Thus, the functionality and main attributes of AI Voice Assistant were tested by such models as Task-technology Fit Model and Diffusion of Innovations. Technology Acceptance Model also is broadly used as a conceptual framework to test users’ tendency to use Voice Assistant technology. As the market of Voice Assistant related technologies is growing, there remains a big issue of lack of the research on voice assistants interoperability. In this study, we aim to discover a method for increasing the usefulness of ai voice assistant to utilize the multi-area of AI voice assistant service. Through previous research on the interoperability of mobile services, we intended to conduct research on the compatibility of ai voice assistant and to find out the effect of interoperability on service convenience and system quality. The topic of Interoperable Voice Assistant systems remains unexplored in prior literature. To find out efficient implications on this topic, we conducted the research: In aim to find answers to three main questions. First, Does Interoperability affect system quality and service convenience? Second, Does Service quality of AI Voice Assistants affect service convenience? And third, Does Service Quality and Service Convenience affect consumers’ satisfaction and their intention to recommend the interoperable AI Voice Assistants?

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Abstract

저자정보

  • 김엘레나 순천향대학교 경영학과 일반대학원 석사과정
  • 최재원 순천향대학교 경영학과

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