Research On The Influence Of IPA Autonomy And Interactivity On User Attitude

Under the influence of global COVID-19,millions of people around the world are forced to work,play and study at home.COVID-19 is the main catalyst for artificial intelligence adoption and speech technology innovation.Extensive social isolation and the demand for remote communication and connection will bring artificial intelligence to the center stage.With the increasing importance of artificial intelligence in people’s life,people’s habits have changed.Recent years,scholars have done more and more research on human-computer interaction(HRI),It has greatly enriched the development of relevant theoretical research in this field.According to the literature research,many scholars have done a lot of research in the field of anthropomorphism and consumer behavior.However,there are still few studies on consumers’ cognition and attitude.On the one hand,there is still less literature on user attitudes from the perspective of social cognition.On the other hand,the research on user attitude based on machine anthropomorphism is not comprehensive enough.The general research still exists in anthropomorphic appearance and behavior,so it is not enough to provide reference for the development and use of IPA.Based on this,this paper is mainly based on the application of IPA in daily life,interviews IPA users through the method of in-depth interview,reads and arranges the previous theories and research results on IPA personification,social cognition and self construction,and uses the research method of questionnaire to explore whether the personification characteristics of IPA will affect users’cognition and attitude towards it,And whether individual characteristics will affect consumers’ final judgment.It can provide some reference for the design and use of IPA.The empirical results show that:first,the anthropomorphic characteristics of IPA(i.e.autonomy and interactivity)will affect users’ attitudes.Second,IPA autonomy and interactivity will stimulate users’ social cognition of IPA(i.e.ability perception and enthusiasm perception).Third,users’ perception of IPA ability and enthusiasm will affect their attitude towards IPA.Fourth,the perception of ability and enthusiasm plays a partial intermediary role between "IPA personification user attitude".Fifth,personal traits(self construction)play a regulatory role between"IPA personification user attitude".The overall score of attachment type self constructors’ positive attitude towards IPA interaction was significantly higher than that of independent constructors;The overall score of independent self constructors’ positive attitude towards IPA autonomy was significantly higher than that of dependent self constructors.In a word,this paper takes the social cognitive theory as the starting point to analyze the cognition of different self representation individuals to IPA,and explore people’s willingness to use intelligent personal assistants.On the one hand,it enriches the research on the psychological mechanism of interaction between IPA and users.On the other hand,This research is helpful for enterprises to provide ideas for the future design and development of IPA,through the matching of different consumers,so as to improve people’s use of IPA and improve its use efficiency.