An Empirical Study on the Use of Intelligent Personal Secretary Service Based on Value-based Acceptance Model

가치 기반 수용모델에 기반한 지능형 개인비서 서비스 사용에 대한 실증 연구

  • 김상현 (경북대학교 경영학부) ;
  • 박현선 (경북대학교 경영학부 BK플러스 사업단) ;
  • 김보라 ((주)스마트크리에이터)
  • Received : 2018.10.07
  • Accepted : 2018.11.21
  • Published : 2018.12.31


Recently, individuals are interested in a variety of products and services based on artificial intelligence. Among those products and services, an intelligent personal assistants are attracting many attention from IT companies as a next generation platform. Thus, the main purpose of this study is to investigate effects of intelligent personal assistant's benefits on user's value formation and adoption behavior based on Value-based Adoption Model. In addition, the moderating effect of personal innovativeness is examined through empirical analysis. Based on the analysis with the data from actual users, the results show that usefulness, enjoyment, technicality and cost advantage have significant influences on perceived value and correspondingly have an effect on intention to adopt. Personal innovativeness is related to the relationship between perceived value and intention to adopt. These findings may provide important insights to the relevant field regarding the use and spread of intelligent personal assistants.


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