Research On Influencing Factors Of Usage Intention To Voice-Based Artificial Intelligence Product

AloT is considered to be another major change in human life form after the Internet,and an important driving force for technological innovation and industrial upgrading.Un der the trend of intelligent Internet of Things,intelligent voice products that help users t o realize natural expression and liberate limbs and senses have attracted much attention.As one of the most representative intelligent voice products,smart speaker has a broad d evelopment prospect and the market sales scale continues to grow.In the face of broad market prospects,only by deeply understanding the psychological needs of users,can we better enhance the stickiness and loyalty of users,develop appropriate marketing strategi es,cultivate a broader user group,and promote the development of the industry.From the perspective of users,this study takes smart speakers as an example to expl ore the influencing factors of users’ willingness to use smart voice products.Based on th e theory of technology acceptance model,the theory of quasi social relationship and trust theory,the theory of privacy risks related research results,based on the technology acce ptance model,the hedonic factors,social relations and privacy related variables are also i ncluded in the framework of risk factors,and explored the role of trust in them.Throug h empirical research,it is found that the classical technology acceptance model is still va lid in the context of smart speaker use,and the perceived usefulness,perceived entertain ment,social presence and social attraction all have a significant direct impact on the will ingness to use.Among them,perceived entertainment variables had the greatest influence,and social presence and social attraction played an important role.The influence of priv acy risk variables on willingness to use is not obvious.Perceived ease of use has no dir ect effect on willingness to use,but it has an indirect effect through trust.Trust is not o nly an important factor influencing users’ willingness to use,but also plays a mediating r ole in the process of other factors influencing users’ willingness to use.Finally,based on the empirical research,this paper puts forward some suggestions an d countermeasures for optimizing product design and expanding intelligent voice product market in the future.