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

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Always Listening? an Exploratory Study of the Perceptions of Voice Assistant Technology in Indonesia SAMINT-MILI 2005 Master’s Thesis 30 credits May 2020 Always Listening? An Exploratory Study of the Perceptions of Voice Assistant Technology in Indonesia Anisa Aini Arifin Master’s Programme in Industrial Management and Innovation Masterprogram i industriell ledning och innovationi Abstract Abstract Always Listening? An Exploratory Study of the Perceptions of Voice Assistant Technology in Indonesia Anisa Aini Arifin Faculty of Science and Technology Voice assistant technology on smartphones, smart speakers, or those on the Visiting address: Ångströmlaboratoriet wearable devices is one of the fastest-growing artificial intelligence applications Lägerhyddsvägen 1 in the market now. However, with the potential ethical issues related to the House 4, Level 0 voice technology, it still has not been extensively covered in major markets Postal address: such as Indonesia. Therefore, this study aims to explore Indonesians’ Box 536 751 21 Uppsala perception of voice assistant technology, mainly focusing on whether ethical concerns might play a role in their adoption and use of the technology. Telephone: +46 (0)18 – 471 30 03 Firstly, the picture of the discussion about voice assistants and the possibilities of ethical issues is surrounding the technology in the Indonesian landscape by Telefax: media is presented using Critical Discourse Analysis (CDA). The findings +46 (0)18 – 471 30 00 indicate that educational and informative material has a wider resonance Web page: compared to ethical concerns and the downsides received from the technology. http://www.teknik.uu.se/student-en/ 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. Keywords: Voice assistant, Indonesian market, Critical Discourse Analysis, Technology Acceptance Model, Ethical perception, Mediation theory Supervisor: David Skold Subject reader: Thomas Taro Lennerfors Examiner: David Skold SAMINT-MILI 2005 Printed by Uppsala Universitet ii Popular Science Summary The market for Voice assistants installed on smartphones, smart speakers, or those on the wearable devices like Apple's Siri, Google's Google Assistant, Amazon's Alexa, and Microsoft's Cortana is growing aggressively nowadays. However, this technology can create opportunities and risks for users. The growing number of voice assistant has been accompanied by a debate amongst Western communities about how the users perceive the technology. However, with the potential ethical issues related to them, they still have not been extensively covered in major markets such as Indonesia. Thus, it is important to direct a study to this under-researched area. This study explores the attitude to voice assistant technology by Indonesians, mainly focusing on whether ethical concerns might play a role in their perception of voice assistant technology. In the end, knowing the current state of awareness about the ethical issue surrounding the voice assistant and any technology, in general, will improve the knowledge among Indonesian customers about the technology, bring more insight for the digital players, and help the government to regulate the industry and its development. In this study, an analysis of how the voice assistant technology is portrayed and discussed in the Indonesian online media has been conducted. It revealed that mostly the media conveys a hefty 79% informative and educative postings about the technology, followed by provoking and promoting and advertising news, as many as 14% and 7%, respectively. Eighteen interviews with Indonesian users of voice assistants were also conducted. In exploring user acceptance to adopt and use emerging technologies, considering the ethical perception of the users is a rather new approach. This study showed that most of the users lacked knowledge about technology. They adopt and continuously use voice assistants with certain adjustments due to peer pressure, their respect for authority, and other rationalization behavior. Additionally, the study also shows that with the consideration of mediation theory, we can see a more in-depth insight into how humans and technology are the result of the interaction and mutually shape each other in the relations that come about between them (Verbeek, 2015). iii Acknowledgement Alhamdulillah, for this sweet and pleasant journey. Firstly, I would like to thank my subject reader, Thomas Taro Lennerfors, for his vast contribution to constructive comments, discussions, supports, and inspirations during this master’s degree project. My appreciation and thanks are also conveyed to all contributors for this project. I equally acknowledge efforts paid by my colleagues and opponent during discussions and useful insights the extended to refine this study better and would like to say that without your contributions, it was impossible to achieve this great work. Also, a great thanks to all my teachers, Lena, and colleagues in the Industrial Management and Engineering (MILI) Program for the learning experiences I have since I joined the program two years ago. Last but not least, I want to convey my great gratitude to the Swedish Institute to fully support my study at Uppsala University for the previous two years. And finally, I would like to dedicate this thesis, especially to my parents and sister, and also my super big family and friends for their love and support. iv MasyaAllah Tabarakallah Alhamdulillah Thank you, you have finished what you started. v Table of Content Abstract ...................................................................................................................................... ii Popular Science Summary ....................................................................................................... iii Acknowledgement .................................................................................................................... iv Table of Content ....................................................................................................................... vi List of Figures ........................................................................................................................ viii List of Tables ......................................................................................................................... viii 1 Introduction ............................................................................................................................. 1 1.1 Background ...................................................................................................................... 1 1.2 Objective of the Research ................................................................................................ 2 1.3 Research questions ........................................................................................................... 3 1.4 Scope and Limitation of the Study ................................................................................... 3 1.5 Structure of the Report ..................................................................................................... 3 2 Literature Study ...................................................................................................................... 4 2.1 The Existing Studies In The Context of Indonesia .......................................................... 4 2.2 The Acceptance of Voice Assistants outside Indonesia .................................................. 6 2.3 Existing Framework Model For Analysing Technology Acceptance .............................. 6 2.3.1 Methodological Approach ........................................................................................ 6 2.3.2 Theoretical Perception .............................................................................................. 7 3 Theory ..................................................................................................................................... 8 3.1 Technological Acceptance Model (TAM) ....................................................................... 8 3.2 Ethics ................................................................................................................................ 8 3.2.1 Privacy .................................................................................................................... 11 3.2.2 Trust ........................................................................................................................ 11 3.3 Mediation theory ...........................................................................................................
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