The Use of Artificial Intelligence: Exploring Using Motivations, Involvement, and Satisfaction with the Case of Alexa
Abstract
:1. Introduction
2. Literature Review
2.1. Demographics and Mobile Device Usage
2.2. Theoretical Framework
RQ: What predicts customers’ satisfaction with using Alexa?
3. Method
4. Measurement
4.1. Exposure to Alexa
4.2. Using Motives
4.3. Involvement
4.4. Satisfaction
5. Results
Alexa Using Satisfaction
6. Discussion
7. Limitations and Future Directions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
1 | See Gerald Lynch, Amazon Echo is three times as popular as Google Home, says new sales research, 19 December 2017, available at https://www.techradar.com/news/amazon-echo-is-three-times-as-popular-as-google-home-says-new-sales-research. |
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N | Min | Max | Mean | S.E. | SD | Variance | Skewness | |
---|---|---|---|---|---|---|---|---|
Age | 299 | 18.00 | 61.00 | 29.44 | 0.398 | 6.881 | 47.35 | 1.682 |
Gender | 299 | 0.00 | 1.00 | 0.39 | 0.028 | 0.489 | 0.24 | 0.445 |
Education | 299 | 1.00 | 6.00 | 4.91 | 0.054 | 0.926 | 0.86 | −1.654 |
Income | 299 | 1.00 | 9.00 | 3.32 | 0.100 | 1.731 | 3.00 | 0.645 |
Factor 1 | Factor 2 | Factor 3 | Factor 4 | |
---|---|---|---|---|
Factor 1: Relax–Companionship | ||||
Because it relaxes me | 0.835 | 0.071 | 0.029 | −0.122 |
Because it makes me feel less lonely | 0.727 | −0.085 | −0.076 | 0.084 |
Because it’s a pleasant rest | 0.680 | 0.255 | −0.017 | −0.067 |
When there’s no one else to talk to or be with | 0.639 | −0.021 | 0.002 | 0.257 |
Because it allows me to unwind | 0.569 | 0.089 | −0.215 | −0.007 |
So I won’t have to be alone | 0.556 | −0.005 | −0.080 | 0.240 |
So I can forget about school, work, or other things | 0.553 | 0.047 | 0.032 | 0.206 |
Factor 2: Entertainment–Information | ||||
Because it’s enjoyable | −0.013 | 0.746 | 0.059 | 0.016 |
Because it helps me learn about lots of information | 0.002 | 0.656 | −0.265 | −0.029 |
Because it entertains me | 0.118 | 0.627 | 0.090 | 0.046 |
Because by using it, I can know what I want to know | 0.058 | 0.598 | −0.203 | −0.113 |
Factor 3: Work-Efficiency | ||||
To do something related to my job | −0.004 | 0.099 | −0.742 | 0.153 |
To make it easier to do my work | 0.133 | 0.038 | −0.692 | 0.037 |
Factor 4: Habit–Pastime | ||||
Because I had nothing better to do | −0.041 | 0.002 | −0.088 | 0.678 |
Because it passes the time away, particularly when I’m bored | 0.132 | 0.109 | 0.021 | 0.589 |
Just because it was on | 0.106 | −0.088 | −0.181 | 0.549 |
Relax Companionship | Entertainment Information | Work Efficiency | Habit Pastime | Attention | Elaboration | Positive Emotion | Negative Emotion | Satisfaction | |
---|---|---|---|---|---|---|---|---|---|
Entertainment–Information | 0.557 ** | ||||||||
Work-Efficiency | 0.597 ** | 0.506 ** | |||||||
Habit–Pastime | 0.648 ** | 0.374 ** | 0.510 ** | ||||||
Attention | 0.622 ** | 0.553 ** | 0.606 ** | 0.597 ** | |||||
Elaboration | 0.729 ** | 0.543 ** | 0.642 ** | 0.633 ** | 0.742 ** | ||||
Positive Emotion | 0.530 ** | 0.725 ** | 0.526 ** | 0.364 ** | 0.605 ** | 0.622 ** | |||
Negative Emotion | 0.358 ** | −0.014 | 0.272 ** | 0.450 ** | 0.406 ** | 0.394 ** | 0.059 | ||
Satisfaction | 0.492 ** | 0.753 ** | 0.523 ** | 0.359 ** | 0.552 ** | 0.550 ** | 0.699 ** | 0.044 | |
Exposure | 0.481 ** | 0.470 ** | 0.486 ** | 0.425 ** | 0.533 ** | 0.453 ** | 0.339 ** | 0.299 ** | 0.446 ** |
Predictor Variables | Step | B | SE B | Final β | R2 Change | Adjusted ΔR2 |
---|---|---|---|---|---|---|
Demographics | 1 | 0.005 | −0.008 | |||
Age | −0.003 | 0.004 | −0.031 | 0 | ||
Gender | −0.023 | 0.059 | −0.014 | |||
Education | 0.000 | 0.031 | −0.001 | |||
Income | −0.010 | 0.017 | −0.022 | - | ||
Using Motives | 2 | 0.59 ** | 0.59 | |||
Relax–Companionship | −0.053 | 0.052 | −0.061 | |||
Entertainment–Information | 0.470 | 0.062 | 0.447 ** | |||
Work-Efficiency | 0.066 | 0.040 | 0.084 | |||
Habit–Pastime | −0.005 | 0.045 | −0.006 | |||
Exposure | 3 | 0.068 | 0.037 | 0.086 | 0.002 | 0.001 |
Involvement | 4 | 0.04 ** | 0.04 | |||
Attention | 0.056 | 0.068 | 0.051 | |||
Elaboration | 0.064 | 0.054 | 0.079 | |||
Positive Emotion | 0.286 | 0.065 | 0.261 ** | |||
Negative Emotion | −0.032 | 0.030 | −0.049 |
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Yu, W. The Use of Artificial Intelligence: Exploring Using Motivations, Involvement, and Satisfaction with the Case of Alexa. Journal. Media 2025, 6, 82. https://doi.org/10.3390/journalmedia6020082
Yu W. The Use of Artificial Intelligence: Exploring Using Motivations, Involvement, and Satisfaction with the Case of Alexa. Journalism and Media. 2025; 6(2):82. https://doi.org/10.3390/journalmedia6020082
Chicago/Turabian StyleYu, Weiwen. 2025. "The Use of Artificial Intelligence: Exploring Using Motivations, Involvement, and Satisfaction with the Case of Alexa" Journalism and Media 6, no. 2: 82. https://doi.org/10.3390/journalmedia6020082
APA StyleYu, W. (2025). The Use of Artificial Intelligence: Exploring Using Motivations, Involvement, and Satisfaction with the Case of Alexa. Journalism and Media, 6(2), 82. https://doi.org/10.3390/journalmedia6020082