You Are Not Alone: A Serial Mediation of Social Attraction, Privacy Concerns, and Satisfaction in Voice AI Use
Abstract
:1. Introduction
2. Materials and Methods
2.1. Sample and Procedure
2.2. Measures
2.3. Data Analysis
3. Results
Hypotheses Testing
4. Discussion
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A. Items of Measurement
Measurement Items |
Loneliness (α = 0.95) |
In general, I feel like I lack companionship |
In general, I feel like I am often left out of social situations |
In general, I feel isolated from others |
Privacy concerns (α = 0.93) |
I feel that the voice AI assistant protects my personal privacy |
I feel that my transactions are safe when I am shopping using the voice AI assistant |
The voice AI assistant has an adequate number of security features |
I feel like my privacy is protected when I am using the voice AI assistant |
I trust that the voice AI assistant will not misuse my personal information |
I trust that this voice AI assistant will not provide my information to others sites without my permission |
Social attraction of voice AI (α = 0.89) |
I think I could have a good time with my voice AI device |
I think my voice AI device could be a friend of mine |
I would enjoy a casual conversation with my voice AI device |
I would like to spend more time with my voice AI device |
Satisfaction (α = 0.83) |
Overall, I am satisfied with my voice AI device |
Overall, interacting with a voice AI device is emotionally satisfying and pleasant |
Overall, the functions provided by a voice AI device meet my needs |
I am satisfied with my decision to purchase a voice AI device |
Intention of continued use of voice AI (α = 0.82) |
I plan to keep using a voice AI device in the future |
I want to continue using a voice AI device |
I intend to recommend a voice AI device to my friends |
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Age, Mean (min.–max.) | 24.2 (18–63) Years | ||
---|---|---|---|
Gender | Male (42.5) | Ethnicity | White/Caucasian (53.4) |
Female (56.8) | Hispanic (16.1) | ||
Prefer not to say (0.7) | Black/African American (13.0) | ||
Asian/Asian American (13.0) | |||
Other (4.5) | |||
Usage frequency | Several times a day (28.1) | Ownership period | 1 year or longer (34.9) |
Daily or almost daily (35.3) | 6 months to less than 1 year (37.4) | ||
At least weekly (25.0) | 1 to less than 6 months (27.7) | ||
At least monthly (11.6) |
Effects | B | SE | Bootstrapping CI | |
---|---|---|---|---|
Lower | Upper | |||
Loneliness → Privacy concerns → Intention | 0.002 | 0.004 | −0.005 | 0.012 |
Loneliness → Satisfaction → Intention | 0.064 | 0.021 | 0.023 | 0.105 |
Loneliness → Privacy concerns → Satisfaction → Intention | 0.029 | 0.013 | 0.005 | 0.055 |
Effects | B | SE | Bootstrapping CI | |
---|---|---|---|---|
Lower | Upper | |||
Loneliness → Social attraction → Intention | −0.008 | 0.008 | −0.027 | 0.007 |
Loneliness → Satisfaction → Intention | 0.049 | 0.023 | 0.003 | 0.095 |
Loneliness → Social attraction → Satisfaction → Intention | 0.047 | 0.013 | 0.026 | 0.074 |
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Choi, T.R.; Choi, J.H. You Are Not Alone: A Serial Mediation of Social Attraction, Privacy Concerns, and Satisfaction in Voice AI Use. Behav. Sci. 2023, 13, 431. https://doi.org/10.3390/bs13050431
Choi TR, Choi JH. You Are Not Alone: A Serial Mediation of Social Attraction, Privacy Concerns, and Satisfaction in Voice AI Use. Behavioral Sciences. 2023; 13(5):431. https://doi.org/10.3390/bs13050431
Chicago/Turabian StyleChoi, Tae Rang, and Jung Hwa Choi. 2023. "You Are Not Alone: A Serial Mediation of Social Attraction, Privacy Concerns, and Satisfaction in Voice AI Use" Behavioral Sciences 13, no. 5: 431. https://doi.org/10.3390/bs13050431
APA StyleChoi, T. R., & Choi, J. H. (2023). You Are Not Alone: A Serial Mediation of Social Attraction, Privacy Concerns, and Satisfaction in Voice AI Use. Behavioral Sciences, 13(5), 431. https://doi.org/10.3390/bs13050431