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Myers, Angela G. Title: Content Analysis of Consumer Reviews Of 1 Author: Myers, Angela G. Title: Content Analysis of Consumer Reviews of the Amazon Echo Dot 2nd and 3rd Generations The accompanying research report is submitted to the University of Wisconsin-Stout, Graduate School in partial completion of the requirements for the Graduate Degree/ Major: MS Technical and Professional Communication Research Advisor: Daisy Pignetti, Ph.D. Submission Term/Year: Spring 2019 Number of Pages: 71 Style Manual Used: American Psychological Association, 6th edition I have adhered to the Graduate School Research Guide and have proofread my work. I understand that this research report must be officially approved by the Graduate School. Additionally, by signing and submitting this form, I (the author(s) or copyright owner) grant the University of Wisconsin-Stout the non-exclusive right to reproduce, translate, and/or distribute this submission (including abstract) worldwide in print and electronic format and in any medium, including but not limited to audio or video. If my research includes proprietary information, an agreement has been made between myself, the company, and the University to submit a thesis that meets course-specific learning outcomes and CAN be published. There will be no exceptions to this permission. I attest that the research report is my original work (that any copyrightable materials have been used with the permission of the original authors), and as such, it is automatically protected by the laws, rules, and regulations of the U.S. Copyright Office. My research advisor has approved the content and quality of this paper. STUDENT: NAME: Angela Myers DATE: April 19, 2019 ADVISOR: (Committee Chair if MS Plan A or EdS Thesis or Field Project/Problem): NAME: Daisy Pignetti, PhD DATE: April 19, 2019 -------------------------------------------------------------------------------------------------------------------- ------------- This section for MS Plan A Thesis or EdS Thesis/Field Project papers only Committee members (other than your advisor who is listed in the section above) 1. CMTE MEMBER’S NAME: DATE: 2. CMTE MEMBER’S NAME: DATE: 3. CMTE MEMBER’S NAME: DATE: ----------------------------------------------------------------------------------------------------------------------------- ---- This section to be completed by the Graduate School This final research report has been approved by the Graduate School. Director, Office of Graduate Studies: DATE: 2 Myers, Angela G. Content Analysis of Consumer Reviews of the Amazon Echo Dot 2nd and 3rd Generations Abstract Voice-controlled smart speakers allow people to communicate hands-free with wireless speakers through natural speech. The Amazon Echo Dot is currently the most popular cloud-based smart speaker in the U.S. and features the virtual personal assistant Alexa. The Echo Dot performs functions natively and by accessing third-party applications or skills. It offers internet search, home automation, digital entertainment, and online shopping, but to make it as valuable to consumers as a smartphone, Alexa will need to have more capabilities. To that end, Amazon is encouraging the creation of apps to facilitate Alexa’s functionality. Through content analysis of reviews of the Echo Dot 2nd and 3nd Generations, reviews of Alexa Skills, and consumer questions and answers on Amazon’s product pages, this study attempts to provide insight to help developers of Alexa Skills and the next generation of smart speakers as well as technical communicators educating users about the Dot. Research questions are 1) What are the most common words in reviews of the Echo Dot 2nd and 3rd Generations? 2) What do users like about the devices? 3) What do they dislike? 4) What Alexa Skills do reviewers like and want the Echo Dot to have? 3 Table of Contents Abstract ............................................................................................................................................2 List of Tables ...................................................................................................................................6 List of Figures ..................................................................................................................................7 Chapter I: Smart Speakers ...............................................................................................................8 Smart Speaker Adoption ......................................................................................................8 Smart Speakers vs. Smartphones ............................................................................ 8 Smart Speaker Uses ................................................................................................ 9 Purpose of the Study ............................................................................................................9 Amazon Echo .....................................................................................................................10 Several Types of Echo Devices ............................................................................ 10 Amazon Alexa ...................................................................................................... 11 VPA Competitors .................................................................................................. 12 Alexa and E-commerce ......................................................................................... 13 Alexa and Advertising .......................................................................................... 14 Chapter II: Literature Review ........................................................................................................15 Voice-Controlled Artificial Intelligence ............................................................................15 Voice Recognition and Machine Learning ........................................................... 15 Personification of AI ............................................................................................. 16 Smart Speakers and Seniors .................................................................................. 16 Smart Speaker Capabilities ................................................................................................17 Perceived Usefulness and Enjoyment ................................................................... 17 User Expectations vs. Reality ............................................................................... 17 4 Echo Dot Functionality ......................................................................................................18 Alexa Skills and Alexa App .................................................................................. 18 Smart Home Skills ................................................................................................ 19 Privacy Concerns .................................................................................................. 19 Consumer Reviews ............................................................................................................20 Review Helpfulness .............................................................................................. 20 Review Extremity, Depth, and Product Type ....................................................... 21 Review Credibility and Diagnosticity ................................................................... 22 Personification and Positive Reviews ................................................................... 23 Alexa Skills Development .................................................................................................23 Alexa Skills Kit ..................................................................................................... 23 Alexa Prize ............................................................................................................ 23 Chapter III: Methodology ..............................................................................................................25 Study Limitations ...............................................................................................................25 Research Questions ............................................................................................................26 Echo Dot Consumer Reviews ............................................................................................26 Content Analysis of Echo Dot Reviews and Customer Questions ....................................27 Alexa Skills Ratings and Reviews .....................................................................................28 Evaluation of Amazon Echo Dot Communications ...........................................................29 Weekly Alexa Email and Social Media ................................................................ 29 Alexa Guide .......................................................................................................... 29 Chapter IV: Results ........................................................................................................................30 Amazon Echo Dot 2nd and 3rd Generation Reviews ........................................................30 5 Keyword Frequency in Echo Dot 2nd Generation Reviews ................................. 30 Keyword Frequency in Echo Dot 3rd Generation Reviews .................................. 32 Overall Content Analysis of Top-Rated Reviews ..............................................................35 Top-rated Echo Dot 2nd Generation Reviews .....................................................
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