KOREASCHOLAR

EXPLORING USERS’ PERCEPTION OF VOICE ASSISTANTS : QUALITATIVE APPROACH

Claire Whang, Hyunjoo Im, Garim Lee
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400516
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.1-5
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research is an exploratory study that examined how users perceive and evaluate voice assistants differently from websites. Interviews revealed that users of voice assistants apply social norms to a machine. They used social perception descriptors and addressed the voice assistant as an autonomous, female agent and developed social relationships.

Keyword
Voice Assistant，Social Perception，Anthropomorphism，Social Relationship，Alexa，Smart Speaker
Table Content
ABSTRACT
INTRODUCTION
METHOD
RESULT
CONCLUSIONS
REFERENCES
Author
  • Claire Whang(California State Polytechnic University - Pomona, USA)
  • Hyunjoo Im(University of Minnesota, USA)
  • Garim Lee(University of Minnesota, USA)