Paper ID
2571
Paper Type
full
Description
Digital voice assistants, often associated with artificial intelligence in integrated applications or as a stationary stand-alone speaker, are on the rise. By integrating humanlike characteristics, they differ from conventional technologies. This qualitative study investigates the role of anthropomorphism concerning digital voice assistants and examines which humanlike characteristics are the most powerful drivers. By relying on the three-factor theory of anthropomorphism, the media equation theory and the uncanny valley paradox, we present a category system based on N=20 interviews. The results show that anthropomorphism is positively perceived if the voice assistant shows socially adapted behavior and embodies a certain role, as well as through the implementation of personality, independence and interaction, with the voice playing a decisive role. This study not only supports previous research but also contributes to the field of technology acceptance. Developers should, therefore, integrate humanlike characteristics but not a too humanlike appearance due to possible rejection.
Recommended Citation
Wagner, Katja and Schramm-Klein, Hanna, "Alexa, Are You Human? Investigating Anthropomorphism of Digital Voice Assistants – A Qualitative Approach" (2019). ICIS 2019 Proceedings. 7.
https://aisel.aisnet.org/icis2019/human_computer_interact/human_computer_interact/7
Alexa, Are You Human? Investigating Anthropomorphism of Digital Voice Assistants – A Qualitative Approach
Digital voice assistants, often associated with artificial intelligence in integrated applications or as a stationary stand-alone speaker, are on the rise. By integrating humanlike characteristics, they differ from conventional technologies. This qualitative study investigates the role of anthropomorphism concerning digital voice assistants and examines which humanlike characteristics are the most powerful drivers. By relying on the three-factor theory of anthropomorphism, the media equation theory and the uncanny valley paradox, we present a category system based on N=20 interviews. The results show that anthropomorphism is positively perceived if the voice assistant shows socially adapted behavior and embodies a certain role, as well as through the implementation of personality, independence and interaction, with the voice playing a decisive role. This study not only supports previous research but also contributes to the field of technology acceptance. Developers should, therefore, integrate humanlike characteristics but not a too humanlike appearance due to possible rejection.