Interactive Applications with Artificial Intelligence: The Role of Trust among Digital Assistant Users

PURWANTO, PURWANTO and KUSWANDI, KUSWANDI and FATMAH, FATMAH (2020) Interactive Applications with Artificial Intelligence: The Role of Trust among Digital Assistant Users. FORESIGHT AND STI GOVERNANCE, 14 (2). pp. 64-75. ISSN 2312-9972

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Abstract

People are increasingly dependent upon technology. However, companies’ large-scale investments to establish ongoing loyalty to technology platforms and ecosystems show negative results. This is due to lower levels of trust, concerns about risks, and increasing issues of privacy. Despite the continuous development of digital assistant applications to increase interactivity, however, there is no guarantee that the concept of interactivity is capable of gaining users’ trust and addressing their concerns. The purpose of the present study is to analyze the effects of controllability, synchronicity, bidirectionality on perceived performance, and user satisfaction with digital assistant applications as moderated by perceived trust. Amos 22.0 was used to analyze a sample of 150 digital assistant users of the brands Samsung Bixby, Google Assistant, Apple Siri, and others. The results show that bidirectionality is the most worrying feature in terms of the perceived performance of digital assistants related to trust and privacy protection issues of personal data, whereas the other two features contribute to perceived performance and digital assistant users’ satisfaction. Perceived trust plays a role in moderating the relationship between controllability, synchronicity, and the bidirectionality of perceived performance. Finally, perceived performance has an effect upon digital assistant users’ satisfaction.

Item Type:	Article
Uncontrolled Keywords:	artificial intelligence; digital assistants; digital services; interactivity; technology innovation; perceived trust; perceived performance; satisfaction
Subjects:	Manajemen
Depositing User:	Unnamed user with email lib.stiemahardhika@gmail.com
Date Deposited:	19 Feb 2024 12:15
Last Modified:	19 Feb 2024 12:15
URI:	http://repository.stiemahardhika.ac.id/id/eprint/4186

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