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Tecnologia, Cultura e Emoção: Uma Investigação Multimétodos sobre a Adoção de Assistentes Virtuais no Brasil e EUA
| Name: | Description: | Size: | Format: | |
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| Documento em Acesso Embargado até dia 09-07-2028. Tente solicitar cópia ao autor carregando no ficheiro. | 3.98 MB | Adobe PDF |
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Abstract(s)
Os IVAs representam avanços significativos na inteligência artificial, oferecendo conveniência por meio de comandos de voz e transformando a maneira como consumidores interagem com marcas. Diante da crescente importância dessa tecnologia, este estudo investiga as percepções e interações de consumidores brasileiros e americanos com IVAs. O objetivo central é compreender como as percepções e sentimentos dos usuários são moldados pelos fatores de adoção e uso contínuo da tecnologia, além das interações nas redes sociais, aplicando o modelo UTAUT2 e técnicas de análise de sentimentos. A pesquisa foi conduzida em três fases. A primeira fase envolveu uma revisão sistemática da literatura sobre IVAs, com o objetivo de mapear o estado da pesquisa e identificar teorias e lacunas relevantes. A segunda fase focou na validação dos fatores de adoção e uso contínuo, por meio de um survey, com os dados analisados por regressão logística e Análise de Correspondência Múltipla (MCA). Na terceira fase, foi realizada uma análise de sentimentos dos usuários nas redes sociais em relação aos IVAs, permitindo insights sobre as emoções e reações dos usuários. Os resultados dessas três abordagens complementares geraram insights valiosos para melhorar a interação entre usuários e IVAs. Este estudo contribui para o desenvolvimento de estratégias de marketing mais eficazes e para a criação de produtos que respondam de forma mais precisa aos aspetos culturais e comportamentais, influenciando positivamente a aceitação de tecnologias inteligentes em diferentes mercados.
Intelligent virtual assistants represent significant advances in artificial intelligence, offering convenience through voice commands and transforming the way consumers interact with brands. Given the growing importance of this technology, this study investigates the perceptions and interactions of Brazilian and American consumers with intelligent virtual assistants. The central objective is to understand how users' perceptions and feelings are shaped by the factors of adoption and continuous use of technology, as well as interactions on social networks, applying the UTAUT2 model and sentiment analysis techniques. The research was conducted in three phases. The first phase involved a systematic review of the literature on intelligent virtual assistants, with the aim of mapping the state of research and identifying relevant theories and gaps. The second phase focused on validating the factors of adoption and continued use, by means of a survey, with the data analyzed by logistic regression and Multiple Correspondence Analysis (MCA). In the third phase, an analysis of user sentiment on social networks in relation to intelligent virtual assistants was carried out, providing insights into users' emotions and reactions. The results of these three complementary approaches generated valuable insights for improving the interaction between users and intelligent virtual assistants. This study contributes to the development of more effective marketing strategies and the creation of products that respond more accurately to cultural and behavioral nuances, positively influencing the acceptance of intelligent technologies in different markets.
Intelligent virtual assistants represent significant advances in artificial intelligence, offering convenience through voice commands and transforming the way consumers interact with brands. Given the growing importance of this technology, this study investigates the perceptions and interactions of Brazilian and American consumers with intelligent virtual assistants. The central objective is to understand how users' perceptions and feelings are shaped by the factors of adoption and continuous use of technology, as well as interactions on social networks, applying the UTAUT2 model and sentiment analysis techniques. The research was conducted in three phases. The first phase involved a systematic review of the literature on intelligent virtual assistants, with the aim of mapping the state of research and identifying relevant theories and gaps. The second phase focused on validating the factors of adoption and continued use, by means of a survey, with the data analyzed by logistic regression and Multiple Correspondence Analysis (MCA). In the third phase, an analysis of user sentiment on social networks in relation to intelligent virtual assistants was carried out, providing insights into users' emotions and reactions. The results of these three complementary approaches generated valuable insights for improving the interaction between users and intelligent virtual assistants. This study contributes to the development of more effective marketing strategies and the creation of products that respond more accurately to cultural and behavioral nuances, positively influencing the acceptance of intelligent technologies in different markets.
Description
Keywords
Assistente de voz inteligente Alexa UTAUT2 Análise de sentimentos Intelligent voice assistant