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Role of interaction quality and trust in use of AI-based voice-assistant systems

One-Ki Daniel Lee (Management Science and Information Systems, University of Massachusetts Boston, Boston, Massachusetts, United States Of America)
Ramakrishna Ayyagari (Management Science and Information Systems, University of Massachusetts Boston, Boston, Massachusetts, United States Of America)
Farzaneh Nasirian (Management Science and Information Systems, University of Massachusetts Boston, Boston, Massachusetts, United States Of America)
Mohsen Ahmadian (Management Science and Information Systems, University of Massachusetts Boston, Boston, Massachusetts, United States Of America)

Journal of Systems and Information Technology

ISSN: 1328-7265

Article publication date: 17 August 2021

Issue publication date: 3 September 2021

445

Abstract

Purpose

The rapid growth of artificial intelligence (AI)-based voice-assistant systems (VASs) has created many opportunities for individuals to use VASs for various purposes in their daily lives. However, traditional quality success factors, such as information quality and system quality, may not be sufficient in explaining the adoption and use of AI-based VASs. This study aims to propose interaction quality as an additional, yet more important quality measure that leads to trust in an AI-based VAS and its adoption.

Design/methodology/approach

The authors propose a research model that highlights the importance of interaction quality and trust as underlying mechanisms in the adoption of AI-based VASs. Based on survey methodology and data from 221 respondents, the proposed research model is tested with a partial least squares approach.

Findings

The results suggest that interaction quality and trust are critical factors influencing the adoption of AI-based VASs. The findings also indicate that the impacts of traditional quality factors (i.e. information quality and system quality) occur through interaction quality in the context of AI-based VASs.

Originality/value

This research adds interaction quality as a new quality factor to the traditional quality factors in the information systems success model. Further, given the interactive nature of VASs, the authors use social response theory to explain the importance of the trust mechanism when individuals interact with AI-based VASs.

Contribution to Impact

Keywords

Citation

Lee, O.-K.D., Ayyagari, R., Nasirian, F. and Ahmadian, M. (2021), "Role of interaction quality and trust in use of AI-based voice-assistant systems", Journal of Systems and Information Technology, Vol. 23 No. 2, pp. 154-170. https://doi.org/10.1108/JSIT-07-2020-0132

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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