Abstract
Voice search based on artificial intelligence is the fastest means of searching for information and can be easily used in a very familiar way by ordinary users without separate education or learning. Voice bot’s voice search can interact on the same level as face-to-face communication and provide customized services optimized for users. It is most important for these new technologies to develop from a non-face-to-face social structure caused by COVID-19 to a long-term sustainable technology rather than short-term development. Therefore, the purpose of this study is to empirically verify the structural relationship between the quality, interactivity, and consumers’ sustainable use intentions for voice search services called ‘voice bots’ in Korea, an advanced country of computer science and technology. A survey was conducted on Korean consumers aged 20 or older who use voice search services, and the following main results were derived. First, the playfulness, certainty, and empathy of the ‘voice bot’ have a positive effect on the interactivity with the ‘voice bot’. Second, interactivity with the ‘voice bot’ has a positive effect on consumers’ sustainable use intention. Third, the playfulness and certainty of ‘voice bot’ have a positive effect on consumers’ sustainable use intention. Fourth, the playfulness, certainty, and empathy of the ‘voice bot’ have a positive effect on consumers’ sustainable use intention through interactivity with the ‘voice bot’. This study is meaningful in that it empirically identified the importance of interactivity by deriving the service quality factors required for sustainable use of voice search services, one of the new innovative technologies.
Highlights
In the era of the fourth industrial revolution, robot business based on artificial intelligence and voice recognition as such has become a core business strategy of companies centering on IT, and domestic and foreign portal companies have been launching artificial intelligence and voice recognition-based search services [1]
The structural relationships among the quality of voice search voice bots perceived by consumers, interactivity, and the sustainable use intention of consumers were empirically verified
According to the results of analysis of the effects of the perceived quality of voice bots on interactivity with voice bots, among the factors of the perceived quality of voice bots, playfulness, assurance, and empathy had significant positive (+) effects on interactivity with voice bots. These results mean that the higher the voice bot users perceive the playfulness, certainty, and empathy of voice bots, the higher the interactivity with voice bot, indicating that playfulness, assurance, and empathy, which are the factors of the perceived quality of voice bots, are predisposing factors that positively affect the interactivity with voice bots
Summary
As the artificial intelligence (AI)-based voice recognition robot business has been selected as a future growth industry, it is rapidly growing worldwide. Devices that apply artificial intelligence to apply voice assistant functions suitable for users are being developed, and the voice recognition industry requires continuous development because such machines become smarter as users continue to use them. In the era of the fourth industrial revolution, robot business based on artificial intelligence and voice recognition as such has become a core business strategy of companies centering on IT, and domestic and foreign portal companies have been launching artificial intelligence and voice recognition-based search services [1]. Artificial intelligence and voice recognition-based search services have expanded the search paradigm using unstructured data such as images and voices, and are already being applied in various fields in South Korea. The use of product search and order history tracking through voice search is continuously increasing
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