The continuation and recommendation intention of artificial intelligence-based voice assistant systems (AIVAS): the influence of personal traits
基于信息系统持续使用后接受模型，研究早期用户个人特质（个人创新性、技术焦虑）和事后工具性感知（价格价值、享乐动机、兼容性、感知安全）如何影响其持续使用和向他人推荐AI语音助手系统的意愿。
Purpose Based on the post-acceptance model of information system continuance (PAMISC), this study investigates the influence of the early-stage users' personal traits (specifically personal innovativeness and technology anxiety) and ex-post instrumentality perceptions (specifically price value, hedonic motivation, compatibility and perceived security) on social diffusion of smart technologies measured by the intention to recommend artificial intelligence-based voice assistant systems (AIVAS) to others. Design/methodology/approach Survey data from 400 US AIVAS users were collected and analyzed with Statistical Product and Service Solutions (SPSS) 18.0 and the partial least square technique using advanced analysis of composites (ADANCO) 2.1. Findings AIVAS technology is presently at the early stage of market penetration (about 25% of market penetration in the USA). A survey of AIVAS technology users reveals that personal innovativeness is directly and indirectly (through confirmation and continuance) associated with a stronger intention to recommend the use of the device to others. Confirmation is associated with all four ex-post instrumentality perceptions (hedonic motivation, compatibility, price value and perceived security). Among the four, however, only hedonic motivation and compatibility are significant predictors of satisfaction, which lead to use continuance and, eventually, intention to recommend. Finally, technology anxiety is found to be indirectly (but not directly) associated with a lower intention to recommend. Originality/value This is the first study conducted on the early-stage AIVAS users that evaluates the influence of both personal traits and ex-post instrumentality perceptions on users' intention for continuance and recommendation to others.