2023-10-30 ペンシルベニア州立大学(PennState)
◆デジタルアシスタントの適度な話速は、より多くの人がアシスタントを利用する可能性を高め、対話のような対話スタイルは、速い話速や遅い話速の負の影響を和らげ、デジタルアシスタントへの信頼を高めることが示されました。
＜関連情報＞
- https://www.psu.edu/news/research/story/hey-siri-moderate-ai-voice-speed-encourages-digital-assistant-use/
- https://www.sciencedirect.com/science/article/abs/pii/S0148296323002655?via%3Dihub
デジタル・アシスタントの発話速度は利用意向にどう影響するか？ Speaking fast and slow: How speech rate of digital assistants affects likelihood to use
Brett Christenson, Christine Ringler, Nancy J. Sirianni
Journal of Business Research Available online 13 April 2023
DOI:https://doi.org/10.1016/j.jbusres.2023.113907
Abstract
The market for smart speakers, which come equipped with branded digital assistants like Amazon Alexa, is expected to reach $23 billion by 2025. To take advantage of this opportunity, brands are invested in attracting consumers to their digital assistant. While digital assistants can provide social value to consumers through their vocal interactions, little research guides firms in optimizing paralinguistic features to enhance consumer usage of these tools. Across three studies, we show that fast and slow speech rates can negatively impact likelihood to use a digital assistant, that interaction style (monological versus dialogical) moderates this effect, with participants seeing Alexa as being more of a partner, versus a servant when the interaction is dialogical and moderately to fast paced. This work makes a contribution at the intersection of what is known about this nascent technology and how consumers interact with it, leading to insight on how to optimize digital assistants for consumers.
