The Role of Privacy Cynicism in Consumer Habits with Voice Assistants: A Technology Acceptance Model Perspective

Açikgöz, Fulya; Perez‐Vega, Rodrigo

doi:10.1080/10447318.2021.1987677

Cited by 52 publications

(31 citation statements)

References 125 publications

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“…Since privacy risk has been newly examined in the context of voice assistants, the relationship between privacy risk and attitude toward using voice assistants needs more investigation. Another notable contribution is as per the relevant hypothesis, was the negative effect of privacy cynicism on attitude toward using voice assistants; this finding builds on previous studies (Acikgoz & Vega, 2022) and offers new insights in this area.…”

Section: Discussion Conclusion and Future Researchsupporting

confidence: 76%

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Consumer engagement with AI‐powered voice assistants: A behavioral reasoning perspective

Açikgöz

Perez‐Vega

Okumuş

et al. 2023

Psychology and Marketing

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This study draws upon Behavioral Reasoning Theory and the Technology Acceptance Model to investigate consumer engagement with AI‐powered voice assistants. The study creates a theoretical model to examine the effects of reasons for and reasons against using voice assistants. This research exemplifies attitudes towards using voice assistants and willingness to provide personal information as key constructs. The current study tests data from 491 voice assistant users via mTurk, and we utilize a multimethod analysis scheme including the partial least squares technique and the fuzzy set qualitative comparative analysis approach to provide an assessment of the proposed model. Findings indicated that while privacy cynicism has a negative impact upon the attitude towards using voice assistants, the countervailing values of trust, perceived usefulness, and ease of use have off‐setting positive impact. The study also highlights the moderating role of habit on the behavioral mechanisms driving consumer engagement via willingness to provide privacy information. This research advances the emerging literature on voice assistants with respect to privacy‐related factors driving consumer engagement.

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Section: Discussion Conclusion and Future Researchsupporting

confidence: 76%

“…Willingness to provide privacy information cynicism on attitude toward using voice assistants; this finding builds on previous studies (Acikgoz & Vega, 2022) and offers new insights in this area.…”

Section: Reasons-forsupporting

confidence: 76%

Consumer engagement with AI‐powered voice assistants: A behavioral reasoning perspective

Açikgöz

Perez‐Vega

Okumuş

et al. 2023

Psychology and Marketing

Self Cite

View full text Add to dashboard Cite

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“…Confusion amongst the users often arises due to the technicalities of banking applications (Bock and Wolter, 2020). Moreover, most banking applications are in English, and some users do not understand the language due to demographic differences (Acikgoz and Vega, 2022).…”

Section: Literature Reviewmentioning

confidence: 99%

AI-driven banking services: the next frontier for a personalised experience in the emerging market

Sheth

Jain

Roy

et al. 2022

IJBM

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PurposeArtificial intelligence (AI) is used by banking services primarily to automate systems; however, this ecosystem does not work in emerging markets because human intervention is needed, and there are concerns related to infrastructure. There is plenty of research on AI-mediated banking services, but the existing discussions are cumbersome, and studies on AI's service features in banking for emerging markets are limited. Furthermore, the ongoing discussions are centred on developed markets where automation in banking services is noteworthy and accepted. Through this paper, the authors emphasise the relevance of AI mediation in emerging markets and the possible role of strategising AI in banking services for personalised experiences.Design/methodology/approachThe authors' article followed an exploratory, inductive approach through in-depth interviews and thematic analysis. In total, 36 financial experts were interviewed, and the relevant perspectives were analysed to develop the research process and framework for a personalised banking experience.FindingsThe authors' paper introduced five key themes and presented those themes accordingly. The first theme details the importance of AI-mediated banking and the skills necessary for operational capacity. The second theme is on the relevance of AI-mediated banking awareness amongst users. The third is about channelling the importance of AI-driven interfaces through managers and employees. Fourth, the authors emphasised the relevance of human intervention due to users' demographic patterns. The fifth theme led to a discussion on personalised AI-mediated banking services.Research limitations/implicationsThe authors recommend that managers understand the relevance of quality service amongst users. The authors' paper discusses the relevance of AI and human intervention in banking services; however, the process for seamless, personalised banking experiences is not provided. Thus, this paper encourages managers to build a banking ecosystem that delivers a seamless banking experience through AI.Originality/valueThe authors' paper highlights the importance of human intervention in AI-driven banking by introducing personalised service experience elements and highlighting the role of customer experience in AI-driven banking services in emerging markets.

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“…Theoretically, although trust has been used in existing technology adoption models pertaining to VAPA's, but very few of them consider the muti-dimensional nature of trust [21], [28], [29], [35], [91]. In fact, current IS literatures have repeatedly called for treating trust as multiple dimensions due to its complex nature, although these dimensions may vary from one usage context to another [44], [92], [93]. However, such a conceptualization is missing in the VAPA context that has been repeatedly pointed by recent literatures [14], [15].…”

Section: A Theoretical Contributionsmentioning

confidence: 99%

How Perceptions of Trust and Intrusiveness Affect the Adoption of Voice Activated Personal Assistants

2022

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Voice Activated Personal Assistants (VAPA) are unique and different from other Information Systems (IS) due to their personalized, intelligent, and human-like behavior. Given the unique characteristics of these VAPA's, current technology adoption models are not comprehensive enough for explaining the usage of these systems. While trust and privacy have been identified as relevant issues affecting adoption of VAPA's, both these have been treated in a simplistic fashion that is not effective keeping in mind the complex nature of these factors. Moreover, being "always on", VAPA's are intrusive by nature: another aspect that current research has overlooked. Drawing on current findings in IS and artificial intelligence, we propose two different types of trust (cognitive and emotional) together with their antecedents (anthropomorphism, intelligence, VAPA privacy concern, household privacy concern, vendor & third-party privacy concern, and government privacy concern). The moderation effect of perceived intrusiveness on usage behavior is also examined. The proposed research model is empirically validated with data obtained from 466 VAPA users in India using a Structure Equation Modelling approach. We observe that perceived anthropomorphism does not affect emotional trust, whereas the effect of perceived intelligence on cognitive trust is significant. Social privacy concerns like VAPA and household privacy affect both forms of trust, whereas the effect of institutional privacy category is weak with only vendor & third-party privacy concern affecting emotional trust. Additionally, the findings establish the moderating role of perceived intrusiveness in dampening and negatively influencing the usage of VAPA's, with a stronger effect for large households.

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The Role of Privacy Cynicism in Consumer Habits with Voice Assistants: A Technology Acceptance Model Perspective

Cited by 52 publications

References 125 publications

Consumer engagement with AI‐powered voice assistants: A behavioral reasoning perspective

Consumer engagement with AI‐powered voice assistants: A behavioral reasoning perspective

AI-driven banking services: the next frontier for a personalised experience in the emerging market

How Perceptions of Trust and Intrusiveness Affect the Adoption of Voice Activated Personal Assistants

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