Always Listening? : An Exploratory Study of the Perceptions of Voice Assistant Technology in Indonesia

• Main Author: Arifin, Anisa Aini
• Format: Others
• Language: English
• Published: Uppsala universitet, Institutionen för samhällsbyggnad och industriell teknik 2020
• Subjects: Voice assistant; Indonesian market; Critical Discourse Analysis; Technology Acceptance Model; Ethical perception; Mediation theory; Other Engineering and Technologies; Annan teknik
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-414173

Voice assistant technology on smartphones, smart speakers, or those on the wearable devices is one of the fastest-growing artificial intelligence applications in the market now. However, with the potential ethical issues related to the voice technology, it still has not been extensively covered in major markets such as Indonesia. Therefore, this study aims to explore Indonesians’ perception of voice assistant technology, mainly focusing on whether ethical concerns might play a role in their adoption and use of the technology. Firstly, the picture of the discussion about voice assistants and the possibilities of ethical issues is surrounding the technology in the Indonesian landscape by media is presented using Critical Discourse Analysis (CDA). The findings indicate that educational and informative material has a wider resonance compared to ethical concerns and the downsides received from the technology. Secondly, the study also explored the motivations to adopt and use the technology, focusing on whether ethical concerns might play a role in their perception of the technology, attitude, and experience toward voice assistants through semi-structured interviews. The data, then, was analyzed using the Technology Acceptance Model (TAM). It shows that the users who perceive the voice assistant useful or easy to use still use it to a varying extent. It indicates that TAM variables are not fully explaining the adoption of technology. Adding an ethical framework, we can see that most of the users do not have enough knowledge of the technology they use. It resonates with the portrayal of the subject in media. However, those who are unaware of or neglect the situation to adopt and use the technology still use voice technology influenced by peer pressure, their respect for authority, and other rationalization behavior. Meanwhile, mediation theory explores the influence of the human- technology relationship on the ethical behavior of the users. It also explains that the relation between technology and users is an alterity relationship.