國立虎尾科技大學 |

Describing Users' Personal Virtual Assistant Usage by Applying UGT 2.0

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Describing Users' Personal Virtual Assistant Usage by Applying UGT 2.0/ Nicholas Michael Sellers.
作者:	Sellers, Nicholas Michael,
面頁冊數:	1 electronic resource (109 pages)
附註:	Source: Dissertations Abstracts International, Volume: 82-05, Section: B.
Contained By:	Dissertations Abstracts International82-05B.
標題:	Information science. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28000115
ISBN:	9798678121028

Describing Users' Personal Virtual Assistant Usage by Applying UGT 2.0
Sellers, Nicholas Michael,

Describing Users' Personal Virtual Assistant Usage by Applying UGT 2.0 [eletronic resource] /Nicholas Michael Sellers. - 1 electronic resource (109 pages)

Source: Dissertations Abstracts International, Volume: 82-05, Section: B.

Personal virtual assistants (PVAs) allow users to place phone calls, start timers, play media, and order pizza all with just the call of their voice and the popularity of this technology is growing rapidly. However, little academic research, qualitative or quantitative, exists detailing how this technology is being used. The uses and gratifications approach has long been utilized in communication research to help describe what audience members were gaining by viewing a program or using a technology and an updated version of it, UGT 2.0, is employed here to begin to describe how this new communication technology is being used as well as to predict future usage. Two studies were utilized here to provide qualitative and quantitative data as it relates to how PVAs are being used by consumers, to describe what users are getting out of those interactions, and to apply UGT 2.0 in a new communication context. Based on the extant literature, perceived privacy risks, social presence, and social attraction were also part of the statistical analysis. The first study consisted of three focus groups and provided first-of-its-kind qualitative data about PVA usage. Study 1 found that users most often use their assistants at home because it is convenient and to do so aids in their productivity. Further, participants in the focus groups expressed dissenting views on whether or not they were concerned about the security of the information they provide to PVAs. The second study provided further descriptive data while deploying UGT 2.0 to both describe usage as well as predict intention to continue to use this technology. Study 2 found that Google was the most popular PVA, users interacted with a PVA most often via their smartphone for tasks related to entertainment, and, similar to the focus groups, they used the assistant most often at home. Two multiple linear regression models were performed. The four modalities of UGT 2.0 (Modality, Agency, Interactivity, and Navigability) were tested as predictors of the dependent variable in two separate multiple regression models. In both models, Modality and Agency ran counter to their respective hypotheses and were found to negatively predict intention to continue to use a PVA whereas as Interactivity and Navigability were found to positively influence intention to continue to use the technology. Possible explanations for these results are explored. In the second multiple linear regression, additional important variables from the literature were added to the regression model and perceived privacy risks was found to negatively and significantly influence intention to continue to use. In the second multiple linear regression, social presence and social attractiveness were not found to positively predict intention to continue to use PVAs. This paper provides qualitative data, detailed usage data, and applies UGT 2.0 in a novel communication context. Implications of these findings, as well as possibilities for future research with the technology and the theory, are discussed.

English

ISBN: 9798678121028Subjects--Topical Terms:

561178
Information science.
Subjects--Index Terms:

Human-computer interaction

Describing Users' Personal Virtual Assistant Usage by Applying UGT 2.0
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520 # $a Personal virtual assistants (PVAs) allow users to place phone calls, start timers, play media, and order pizza all with just the call of their voice and the popularity of this technology is growing rapidly. However, little academic research, qualitative or quantitative, exists detailing how this technology is being used. The uses and gratifications approach has long been utilized in communication research to help describe what audience members were gaining by viewing a program or using a technology and an updated version of it, UGT 2.0, is employed here to begin to describe how this new communication technology is being used as well as to predict future usage. Two studies were utilized here to provide qualitative and quantitative data as it relates to how PVAs are being used by consumers, to describe what users are getting out of those interactions, and to apply UGT 2.0 in a new communication context. Based on the extant literature, perceived privacy risks, social presence, and social attraction were also part of the statistical analysis. The first study consisted of three focus groups and provided first-of-its-kind qualitative data about PVA usage. Study 1 found that users most often use their assistants at home because it is convenient and to do so aids in their productivity. Further, participants in the focus groups expressed dissenting views on whether or not they were concerned about the security of the information they provide to PVAs. The second study provided further descriptive data while deploying UGT 2.0 to both describe usage as well as predict intention to continue to use this technology. Study 2 found that Google was the most popular PVA, users interacted with a PVA most often via their smartphone for tasks related to entertainment, and, similar to the focus groups, they used the assistant most often at home. Two multiple linear regression models were performed. The four modalities of UGT 2.0 (Modality, Agency, Interactivity, and Navigability) were tested as predictors of the dependent variable in two separate multiple regression models. In both models, Modality and Agency ran counter to their respective hypotheses and were found to negatively predict intention to continue to use a PVA whereas as Interactivity and Navigability were found to positively influence intention to continue to use the technology. Possible explanations for these results are explored. In the second multiple linear regression, additional important variables from the literature were added to the regression model and perceived privacy risks was found to negatively and significantly influence intention to continue to use. In the second multiple linear regression, social presence and social attractiveness were not found to positively predict intention to continue to use PVAs. This paper provides qualitative data, detailed usage data, and applies UGT 2.0 in a novel communication context. Implications of these findings, as well as possibilities for future research with the technology and the theory, are discussed.
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