In the future, 'personalized location-based service' can be expanded in intelligent personal assistant. However, user location analysis can cause concerns of invasion of privacy at the same time as benefits. The purpose of this study is to analyze the factors that affect the intention of using and using personalized location-based services of intelligent personal assistant.
In order to analyze the intention of using 'Personalized location-based service' of intelligent personal assistant, a research model based on the Privacy-Calculus Framework was set based on the previous studies. After that, multiple correlation analysis was conducted based on the data of 109 people who produced the online survey, and the factors affecting the intention of using personalized location-based services were analyzed.
The factors that had a significant impact on the intention to use were ‘Usefulness’ and ‘Joy’. ‘'Usability’, ‘Risk of invasion of privacy by service provider’ and 'Risk of exposure to privacy of service use of public space’' did not have a statistically significant impact on intention to use.
The results of this study are expected to develop user-centered functions of intelligent personal assistant used in mobile environment in the future.