Researchers at the HJ Institute of Technology and Management (HJITM) have published a study analyzing what keeps people using AI personal assistants (AIPAs) in the international journal Heliyon (SCIE). The research was conducted while the HJITM researchers were working in the strategic planning department of RealSecu Co., Ltd., an industry partner of HJITM.

The researchers analyzed responses from 257 users of AI assistants such as Siri and Bixby using partial least squares structural equation modeling (PLS-SEM). They examined whether ease of use, usefulness, novelty, enjoyment, and parasocial interaction (the sense of the AI as a conversation partner) lead through utilitarian and hedonic value to continuance intention.

The analysis showed that hedonic value (β=0.483) had a larger effect on continuance intention than utilitarian value (β=0.366). Utilitarian value was influenced by usefulness (β=0.379), novelty (β=0.343), and ease of use (β=0.161), while hedonic value was influenced by novelty (β=0.402), enjoyment (β=0.237), and parasocial interaction (β=0.170).

Novelty was the only factor that raised both utilitarian and hedonic value. The interpretation is that what keeps people using AI assistants is not only their usefulness in getting things done, but an experience that feels new, fun, and like talking with a conversation partner. The researchers also conducted multigroup analyses by type of AI assistant, gender, and usage experience.

The study is notable for explaining the continued use of AI assistants along two axes: utilitarian value and hedonic value. It suggests that developers can retain users only by continually providing new experiences and conversational enjoyment alongside functional improvements.

HJITM continues its research on the acceptance and continued use of AI technologies.