Research On The Influence Of Intelligent Assistants’ Interaction Styles On Users’ Adoption Intentions

The vigorous development of artificial intelligence technology has promoted the generation and application of intelligent products and reshaped people’s production and life style.According to a survey,the global market size of artificial intelligence industry was about 20.67 billion US dollars in 2018,and is expected to increase to 202.57 billion US dollars by 2026.Among many artificial intelligence products,Intelligent Assistants are favored by the majority of users with diversified functions and Intelligent interaction style.The usage rate of Intelligent Assistants ranks among the top of all artificial intelligence products,which has attracted extensive attention from scholars.However,the current researches on intelligent assistants mainly focus on design research and development and function optimization,and lack in-depth research on the influence of its design characteristics on users’ adoption willingness from the perspective of users,which determines the market size and future development prospects of intelligent assistant.In addition,some scholars emphasize that interaction style is the controllable input of intelligent assistant development and an important attribute that can best reflect the voice interaction characteristics of intelligent assistants among many design features of intelligent assistants.In-depth study of the relationship between interaction style and users’ subjective perception and behavioral intention is conducive to further meet users’ requirements and improve the audience level of intelligent assistants.Therefore,this thesis selects the interaction styles of intelligent assistants as the starting point,based on the technology acceptance model and social response theory,and takes the interaction styles of intelligent assistants as the independent variable and task scenarios as the moderating variable.Using experimental method,according to the strength of the social interaction styles and level of hedonic task scenarios design and divided between the two,respectively formed 2 intelligent assistants interaction styles(strong social style,weak social style)x 2 task scenarios(low entertainment scene,high entertainment scene)within the group of experimental design,and recruit participants to participate in the test.It is found that the interaction styles of intelligent assistants have a significant main effect on users’ adoption intention.Interaction styles and task scenarios have significant interaction effect on users’ adoption intention.Perceived usefulness and perceived ease of use can significantly mediate the impact of task scenarios and interaction styles on users’ adoption intentions.Based on the above research conclusions,this paper puts forward suggestions for the design,development and marketing promotion of intelligent assistant respectively.It believes that users’ demand research should be integrated with the development and design of intelligent assistants,in-depth analysis of users’ demand objectives in different use scenarios,and product design and marketing promotion should be carried out according to specific use scenarios.