发表期刊: Industrial Management & Data Systems
Lee, J.-C. and Lin, R. (2023), "The continuous usage of artificial intelligence (AI)-powered mobile fitness applications: the goal-setting theory perspective", Industrial Management & Data Systems, Vol. 123 No. 6, pp. 1840-1860.
https://www.emerald.com/insight/content/doi/10.1108/IMDS-10-2022-0602/full/html
论文简介
Purpose
Due to the popularity of mobile devices and the development of artificial intelligence (AI), AI-powered mobile fitness applications (MFAs) have entered people’s daily lives. However, the extant literature lacks empirical investigations that explore users’ continuance usage intentions regarding AI-powered MFAs. To fill this research gap, this paper employs goal-setting theory to establish a research model for exploring how AI-enabled features (i.e. intelligence and anthropomorphism) affect users’ perceptions of goal difficulties and goal specificities, which in turn affect their MFA continuance usage intentions.
Design/methodology/approach
This paper uses a survey method to analyze the research model, and a total of 223 responses are collected. The partial least squares (PLS) technique is utilized for data analysis.
Findings
The results show that intelligence and anthropomorphism affect the continuance usage intention of MFA users through their goal difficulty and specificity. Both intelligence and anthropomorphism positively influence goal specificity, whereas they negatively affect goal difficulty. In addition, goal specificity increases users’ MFA continuance usage intention, whereas goal difficulty decreases users’ continuance usage intention. The findings of this study provide theoretical contributions for AI technology adoption research and offer practical strategies for firms to retain MFA users.
Originality/value
Based on goal-setting theory, this study reveals that as two primary AI features of contemporary mobile fitness apps, intelligence and anthropomorphism, can increase comprehension of users’ perceptions regarding goal difficulty and specificity in the context of users’ continuance usage intentions toward AI-powered MFAs.
目的
由于移动设备的普及和人工智能(AI)的发展，人工智能驱动的移动健身应用(MFAs)已经进入人们的日常生活。然而，现有文献缺乏探索用户对人工智能驱动的MFA的持续使用意图的实证调查。为了填补这一研究空白，本文运用目标设定理论建立了一个研究模型，探索人工智能功能(即感知智能和拟人化)如何影响用户对目标难度和目标特异性的感知，进而影响他们的MFA继续使用意愿。
设计/方法/方法
本文采用问卷调查法对研究模型进行分析，共收集到223份问卷。利用偏最小二乘(PLS)技术进行数据分析。
发现
结果表明，智力和拟人化通过目标难度和特异性影响MFA用户的继续使用意愿。即感知智能和拟人化对目标特异性有正向影响，而对目标难度有负向影响。目标特异性增加了用户的MFA继续使用意愿，而目标难度降低了用户的MFA继续使用意愿。本研究结果为人工智能技术应用研究提供了理论依据，并为企业留住MFA用户提供了实践策略。
创意/价值
基于目标设定理论，本研究揭示了即感知智能和拟人化作为当代移动健身应用的两个主要AI特征，可以在用户对AI驱动的MFA的持续使用意图的背景下，增加对用户对目标难度和特异性的感知的理解。