• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.703-708
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• 2023

The current study investigates VPA usage (i.e.,continuance intention of use, WOM intention) of by Theory of Planned Behavior (i.e.,attitude toward to VPA, subjective norm, perceived behavioral control) and perceived value/risk. The results show that (1) attitude toward to VPA, subjective norm, perceived behavioral control, and perceived value positively predicted the continuance intention of VPA use. Regarding WOM of intention, there were positively significant effects of the attitude toward to VPA, subjective norm, perceived behavioral control, and perceived value. The results of this study are expected to provide a variety of practical and theoretical implications in promising artificial intelligence market by the impact of TPB (i.e.,attitude toward to VPA, subjective norm, perceived behavioral control) and perceived values of VPA.

• The Journal of the Korea Contents Association
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• v.17 no.10
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• pp.179-189
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• 2017

The purpose of this paper is to develop a comprehensive research model that can explain potential customers' intentions to adopt and use VPA(Virtual Personal Assistants) devices. This study proposes and validates a new theoretical model that extends the perceived value theory. Partial least squares analysis is employed to test the research model and corresponding hypotheses on data collected from 313 survey samples. Perceived value, perceived usefulness, perceived enjoyment are important factors affecting the adoption of VPA devices. To increase potential users' intention to use, VPA device manufacturers should not only focus on developing utilitarian functions but also fun features based on open development echo-system. This study is the important empirical attempt to examine user acceptance of VPA devices, as most of the prior literature has concerned analysis of usage patterns or technical features.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2018.10a
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• pp.213-216
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• 2018

As the advantages of smart devices based on artificial intelligence and voice recognition become more prominent, Virtual Assistant is gaining popularity. Virtual Assistant provides a user experience through smart speakers and is valued as the most user friendly IoT device by consumers. The purpose of this study is to investigate whether there are differences in people's perception of the key virtual assistant brand voice recognition. We collected tweets that included six keyword form three companies that provide Virtual Assistant services. The authors conducted semantic network analysis for the collected datasets and analyzed the feelings of people through sentiment analysis. The result shows that many people have a different perception and mainly about the functions and services provided by the Virtual Assistant and the expectation and usability of the services. Also, people responded positively to most keywords.

• Journal of the Korea Convergence Society
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• v.12 no.11
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• pp.193-206
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• 2021

Artificial Intelligence (AI) has been inserted into people's lives through Intelligent Virtual Assistants (IVA), like Alexa. Moreover, intelligent systems have expanded to design studios. This research delves into designers' perspectives on developing AI-based practices and examines the challenges of adopting future intelligent design assistants. We surveyed UX/UI professionals in Brazil to understand how they use IVAs and AI design tools. We also explored a scenario featuring the use of Alexa Sensei, a hypothetical voice-controlled AI-based design assistant mixing Alexa and Adobe Sensei characteristics. The findings indicate respondents have had limited opportunities to work with AI, but they expect intelligent systems to improve the efficiency of the design process. Further, majority of the respondents predicted that they would be able to collaborate creatively with AI design systems. Although designers anticipated challenges in natural language interaction, those who already adopted IVAs were less resistant to the idea of working with Alexa Sensei as an AI design assistant.

• Journal of the HCI Society of Korea
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• v.12 no.2
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• pp.31-40
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• 2017

This a qualitative research about the virtual personal assistant, voice recognition device SKT 'NUGU' which was launched on September 1, 2016. For the study, an in-depth interview was committed with the 9 research participants who had used this device for more than a month. For the result of the interview, 362 concepts were discovered and through open coding, axis coding, selective coding the concepts got categorized in 16 sub-categories and 10 top categories. After recognizing 362 concepts from the interview sources, I proposed a paradigm model from the open coding. And from the selective coding, the main category of the study has been narrowed down to understand the 'Usage Patterns by Each Type'. As a result of the typification, it was confirmed that the usage pattern can be described in two different types of the dependent and inquiry type. From the result of the research, it provided the basic data about the user experience of virtual assistant which can be utilized when suggesting virtual personal assistant in the near future.

• Journal of Technology Innovation
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• v.27 no.4
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• pp.111-144
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• 2019

As virtual assistants rapidly diffused into the market, the voice shopping market is expected to expand. The purpose of this study is to identify the factors that determine the consumers' intention to adopt voice shopping by using the unified theory of acceptance and use of technology(UTAUT). In this study, we set variables that influence the intention to adoption of voice shopping with performance expectation and effort expectations as the variables of UTAUT and playfulness expectations as an extended variable. In addition, we also include four voice secretary attributes such as response accuracy, compatibility, social presence, and safety in our research model to investigate the source of motivation of voice shopping adoption. The result of this analysis shows that variables such as performance expectation, effort expectation, and amusement expectation have a positive effect on the intention to adoption of voice shopping. With respect to the four voice shopping attributes, compatibility had a positive effect on performance expectancy, effort expectancy, and playfulness expectancy. Social presence has a positive effect on playfulness expectancy. Safety has a positive effect on effort expectancy and playfulness expectancy. On the other hand, response accuracy is not significant for performance expectancy, effort expectancy, and playfulness expectancy. This study reveals the determinants of intention to adopt the new purchasing method called voice shopping, and suggests the important factors for the innovation of commerce business.

• Communications of the Korean Institute of Information Scientists and Engineers
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• v.35 no.8
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• pp.19-27
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• 2017

• Journal of Digital Convergence
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• v.18 no.9
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• pp.379-389
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• 2020

This is a qualitative study about Google 'Nest Hub Max' that displays proactive intelligent personal assistant. Following the step of grounded theory, an in-depth interview for 6 users who had used this device for a month was taken. 186 concepts were discovered, categorized as 11 top-categories and 24 sub-categories. Paradigm diagram, considering axis-coding, was made and it have been narrowed down to 'Usage patterns' of proactive IPA, considering selective coding aspects. 'Usage patterns' were divided to passive and active user. Thus, neither passive user nor active user was satisfied about device and proactive IPA. This study is meaningful that it constructed basic data about the user experience of proactive IPA on this device. It will support the device or service that consists proactive IPA in the future.

• The Journal of the Korea institute of electronic communication sciences
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• v.18 no.6
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• pp.1285-1290
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• 2023

Although the environment in virtual space (hereinafter referred to as VR) has the problem of being difficult to access compared to existing PCs and smartphones, it has the advantage of being more realistic and providing endless experiences and functions compared to existing environments. In this VR environment, there is a need to develop technologies that help people handle tasks more conveniently in the virtual world by studying interfaces and interactions using ChatGPT, a recently popular AI technology. The ChatGPT interface and interaction in the VR environment are also studied to provide personalized services. Through this, users can choose the interface that suits them and the secretary interface can also provide customized services optimized for users. Accordingly, in this study, we design a convenient interaction method by linking the ChatGPT system in a VR environment and use it as a previous study for the development of an AI assistant.

• Journal of the Korea Convergence Society
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• v.10 no.11
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• pp.55-61
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• 2019

In order to realize foreign language education, various existing educational media have been provided, but there are disadvantages in that the cost of the parish and the media program is high and the real-time responsiveness is poor. In this paper, we propose an artificial intelligence English conversation system based on VR and speech recognition. We used Google CardBoard VR and Google Speech API to build the system and developed artificial intelligence algorithms for providing virtual reality environment and talking. In the proposed speech recognition server system, the sentences spoken by the user can be divided into word units and compared with the data words stored in the database to provide the highest probability. Users can communicate with and respond to people in virtual reality. The function provided by the conversation is independent of the contextual conversations and themes, and the conversations with the AI assistant are implemented in real time so that the user system can be checked in real time. It is expected to contribute to the expansion of virtual education contents service related to the Fourth Industrial Revolution through the system combining the virtual reality and the voice recognition function proposed in this paper.