Hi Bixby: Determinants of goal-congruent usage and goal-congruent outcome in the artificial intelligence personal assistant context

Abstract

Artificial intelligence (AI) has changed human life in many ways. AI improves the efficiency of manufacturing processes and helps people make decisions. However, we have little understanding of the motivation and goal-congruent behaviours of AI users. This research develops a theoretical model to investigate the key factors influencing goal-congruent usage and goal-congruent outcome of artificial intelligence personal assistants (AIPAs). It presents an empirical validation of the model through partial least squares structural equation modelling (PLS-SEM) with a sample of 253 AIPA users. The findings reveal that perceived usefulness, perceived ease of use and perceived enjoyment enables both goal-congruent usage and goal-congruent outcome. The results illustrate that utilitarian motivation significantly determines perceived usefulness, perceived ease of use and perceived enjoyment. The analysis results indicate that hedonic motivation exerts a significant positive influence on perceived ease of use and perceived enjoyment. The results of this study can be a meaningful guideline for the development of AIPA.