Virtual resonance: analyzing IPA usage intensity under COVID-19's isolating canopy

Abstract

Abstract The widespread adoption of smartphones coupled with advancements in artificial intelligence has significantly propelled the use of intelligent personal assistants (IPAs). These digital assistants have become indispensable for many users, particularly during the COVID-19 pandemic. Employing coviance-based structural equation modeling (CB-SEM) and analyzing data from 260 participants, this study explores the key factors influencing IPA usage intensity. Contrary to expectations, affective risk perception showed no significant impact on either IPA usage or parasocial interaction during the pandemic. In stark contrast, cabin fever syndrome significantly influenced both IPA usage and parasocial interaction, underscoring the role of environmental and psychological stressors in shaping technology use. Furthermore, loneliness was found to significantly enhance parasocial interaction with IPAs, though it did not affect usage intensity. The findings highlight a substantial connection between parasocial interaction and IPA usage intensity, suggesting that users who engage in human-like interactions with IPAs tend to use them more extensively. These insights not only deepen our understanding of how IPAs are utilized during health crises but also point to potential directions for developing IPAs that are more responsive to users' emotional and social needs.

Keywords

• Intelligent personal assistant
• Artificial intelligence
• Usage intensity
• Parasocial interaction
• COVID-19