Continuance intention to use artificial intelligence personal assistant: type, gender, and use experience

Area of Science:

• Human-Computer Interaction
• Artificial Intelligence
• Consumer Behavior

Background:

• Artificial Intelligence Personal Assistants (AIPA) are increasingly integrated into daily life.
• Understanding user continuance intention is vital for AIPA development and adoption.
• Existing research often focuses on initial adoption rather than long-term usage.

Purpose of the Study:

• To identify key predictors influencing the continuance intention of Artificial Intelligence Personal Assistants (AIPA).
• To propose and test a theoretical framework incorporating utilitarian value, hedonic value, and related constructs.
• To examine the influence of perceived ease of use, usefulness, novelty, enjoyment, and parasocial interaction on AIPA continuance.

Main Methods:

• Data collected from 257 AIPA users.
• Partial Least Squares Structural Equation Modeling (PLS-SEM) employed for data analysis.
• Multi-group analysis conducted based on AIPA type, gender, and user experience.

Main Results:

• Utilitarian value and hedonic value were significantly correlated with continuance intention.
• Perceived ease of use, perceived usefulness, and novelty value significantly influenced utilitarian value.
• Novelty value, perceived enjoyment, and parasocial interaction were significantly associated with hedonic value.

Conclusions:

• Both utilitarian and hedonic values are critical drivers for AIPA user continuance.
• Specific factors influence utilitarian and hedonic value perceptions differently.
• Findings offer practical guidelines for AIPA research and business strategies.