A Study On User's Acceptance Behavior On Voice Search Service

With the rapid progress of social and economy, people's needs of information become increasingly evident. This demand is reflected not only on the information itself, but also reflected on the individuation, accuracy and speediness. Voice search service is generated to meet this demand. Now, telecom operators and internet companies all regard voice search service as an important strategic practice to transfor to integrated information service providers and internet companies penetrating to telecom industry. Voice search service as an emerging information technology, the targeted research on its consumer acceptance behavior is still not too much. This paper seeks to make a systematic analysis on the factors affect the user acceptance of voice search service, in order to provide effective reference of marketing and service promotion.Based on the technology acceptance model, with the combination of path dependence, perceived risk, perceived trust and innovation diffusion theories, this paper refines the factors affect the user's acceptance and builds a "voice search service acceptance model". The proposed model is empirically evaluated using survey data collected form 345 voice search service users and come to the conclusion. We rank all the factors involved in this model based on their effect to consumer behavior, and the order is: behavioral intention, behavior attitude, compatibility, perceived trust, social factors, performance expectation, perceived risk, path dependence and effort expectancy.The whole paper is devided into six chapters, introducing research background and methods, theory of literature review, voice search service acceptance model and research hypothesis, empirical research design and data analysis methods, model test and marketing recommendations. Among all the content, voice search service acceptance model, empirical test and recommendations are the core of this paper.