Abstract
AIS is becoming a central device, which accesses many types of smart services through a voice interface. Although AIS technologies are an advanced novelty, the market size is not extended as expected. This study focuses on various aspects affecting the 'perceived value' and 'intention to use or purchase' AIS. Furthermore, this study examines the importance of various quality factors related to the users' intention to adopt AIS. For the prospect of this study, we have conducted a field survey on customer's attitude towards the AIS, in order to analyse and utilise our model. The results from this study will be able to help R&D, marketing, as well as technology-human interaction scholars, to have an insight into users' attitude toward such a novel technology, like AIS.
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