智慧手機語音助理人機社交關係之研究

The Study on the Human-Robots Social Relationship of Smart Phone Voice Assistant

在人工智慧應用科技逐漸普及的今日，越來越多消費者選擇以人工智慧科技為基礎的產品服務，讓日常生活更便利更省時。然而，智慧手機語音助理應用研究仍處理論建構階段。因此，本研究蒐集143名有效用戶數據，使用SmartPLS進行結構方程模型分析，本研究著重關注人機互動的社交與關係因素對智慧手機語音助理用戶的使用滿意與續用意願之影響。研究結果表明，智慧手機語音助理的功能因素、社交因素與關係因素，皆可透過直接與中介效果對使用滿意與續用意願的整體效果產生影響。再者，本研究模型對AVA用戶的使用滿意與續用意願具有高預測力，解釋力分別是66.2％與54.3％。此證實SRAM模型相較其他傳統科技接受模型，在AI互動科技應用場域中，更適合解釋用戶的態度與行為。

Today, when AI application technology is becoming more popular, more consumers choose products and services based on AI technology to make daily life more convenient and time-saving. However, the research on the application of smart phone voice assistants is still in the early stage. We collected valid data of 143 users and used SmartPLS for structural equation model analysis. This research focuses on the influence of the social and relationship factors of human-robots interaction on the satisfaction and willingness to continue using smart phone AVA. Finding shows that the functional, social and relationship factors of the smart phone AVA can impact on the overall effect of satisfaction and willingness to continue directly or indirectly or intermediary. Furthermore, this research model has high predictive power for AVA users’ satisfaction and willingness to continue, with explanatory powers of 66.2% and 54.3%, respectively. It also proves that compared with other traditional technology acceptance models, the SRAM model is more suitable for explaining the attitudes and behaviors of users in the application of AI interactive technology.