Research On The Impact Of It Characteristics Of Voice Assistants On IT Identity And Anthropomorphism

With the development of voice assistants,the number of users of voice assistants has exploded.Users increasingly rely on voice assistants to handle their daily life and work.Companies are increasingly investing in voice assistants' technology to better meet the needs of users and generate higher profits.The widespread use of voice assistants will give users a sense of relatedness and dependence on voice assistants,and thus users will regard voice assistants as an extension of themselves,that is,generate IT identity.However,there are few studies on artificial intelligence IT identity.In addition,the author is concerned that personification as a common technical design scheme is applied to the design of voice assistants,which leads to the anthropomorphism of the voice assistants.However,most of the existing studies start from the perspective of technology design,discussing which design characteristics of technology will lead to users' anthropomorphism of technology,rather than focus on how the characteristics of technology affect anthropomorphism.Therefore,this paper studies how the use of voice assistants affects users' IT identity and anthropomorphism.According to the research question,this study builds a model(CEP)based on the theory of anthropomorphism,the theory of IT identity and the related research of voice assistants.This study takes voice assistants users as the research objects.Questionnaire was used to collect data,and SPSS25.0 and Smart PLS3.0 were used to analyze the data and test the model hypothesis.The research found that two important IT characteristics of voice assistants,bandwidth and voice interaction,will affect the user's psychological response(IT identity,anthropomorphism)by influencing the use experience(embeddedness,social presence,social attraction).The theoretical significance of this paper lies in the following: firstly,this paper enriches the research on the use of intelligent technology.Secondly,this study develops a theoretical framework of psychological response to the use of voice assistants.Starting from the research route of IT characteristics-experiencepsychological response,this paper focuses on the impact of IT characteristics on user experience,and the mediating role of this impact in the mechanism of IT identity and anthropomorphism.Thirdly,this paper takes voice assistants as the research object,enriches the dimension of anthropomorphism and develops its scale,which provides theoretical basis and tools for the research of other artificial intelligence technologies.Fourthly,this paper enriches the research on the IT identity of artificial intelligence technology,and finds that the experience and IT characteristics of artificial intelligence technology(such as voice assistants).Therefore,when designing and producing products,voice assistants' manufacturers should focus on the two basic IT characteristics of product,which are bandwidth and voice interaction,and increase the investment to enhance the natural language processing and machine learning ability of voice assistants,so as to improve the user experience and achieve the purpose of retaining existing users and attracting potential users.