Understanding the Adoption of Voice Activated Personal Assistants

Abstract

This study aims to investigate the factors that affect the usage of voice-activated personal assistants (VAPA) which are mobile device applications such as Siri, Google Now, S Voice, Cortana, Alexa, etc. A theoretical framework is proposed based on the relative technology acceptance model constructs in the light of literature. Data are collected from a total of 183 people with a survey questionnaire. Structural equation modelling (SEM) was applied as the major statistical technique for data analysis. The proposed model has the potential to help technology companies to understand some of the factors influencing user' behaviors and attitudes toward VAPA and improve the technology quality. There are few researches about voice-activated technology adoption in the literature and this is first paper that proposes a research model for acceptance of VAPA.

Alexa, what do we know about conversational commerce? Insights from a systematic literature review

“…This corroborates the work of Rese et al (2020), who found that privacy concerns negatively influence usage intention, though they also noted that the authenticity of conversation, perceived usefulness, and enjoyment positively influence acceptance towards a voice assistant. These findings are also in line with Coskun‐Setirek and Mardikyan (2017), who used the technology adoption model to advocate the role of perceived ease of use and usefulness for building behavioral intention to use digital assistants, and Kasilingam (2020), who found that perceived usefulness, ease of use, enjoyment, price consciousness, personal innovativeness, and perceived risk influence the attitude towards chatbots. On the motivation front, Chopra (2019) used Vroom's expectancy theory of motivation to explain the motivation of young consumers to use artificial intelligence‐enabled technologies for shopping decisions, while McLean and Osei‐Frimpong (2019) highlighted motivations such as utilitarian, symbolic, and social benefits impact the adoption of digital assistants.…”

“…The fifth and final cluster revolves around customer behavior in conversational commerce. The top 10 most cited articles in this cluster are Moorthy and Vu (2015), McLean and Osei‐Frimpong (2019), Chung et al (2020), Moriuchi (2019), Biduski et al (2020), Kasilingam (2020), Coskun‐Setirek and Mardikyan (2017), Rese et al (2020), Wamba et al (2020), and Fernandes and Oliveira (2021) with 79, 65, 59, 27, 18, 15, 12, 9, 9, and 8 citations, respectively. The research in this cluster show that AI technologies empowering conversational agents such as chatbots and virtual assistants lead to several benefits, such as improving firm performance and process improvements, resulting in improved customer behavior (Wamba et al, 2020).…”

Impact of perceived value on intention to use voice assistants: The moderating effects of personal innovativeness and experience

“…For example, Kervenoael et al (2020) concluded that ease of use indirectly affects intentions to use social robots. In the VA field, Pitardi and Marriott (2021) demonstrated that ease of use indirectly influences, through attitude and confidence, intention to use, and Coskun‐Setirek and Mardikyan (2017) and Vimalkumar et al (2021) showed that a positive, direct influence exists between effort expectancy and intention to use. Therefore, the following hypothesis is proposed:…”

The continuation and recommendation intention of artificial intelligence-based voice assistant systems (AIVAS): the influence of personal traits

“…There has been some recent research (Table 1) related to understanding AIVAS adoption (Han and Yang, 2018; Kowalczuk, 2018), use (Coskun-Setirek and Mardikyan, 2017), satisfaction (Purington et al , 2017) and consequence of use (Lee et al , 2020). In the broader category of consumer-electronics and digital services, many studies have applied the post-acceptance model of information system continuance (PAMISC, hereinafter) to investigate phenomena related to users' post-adoption (Bhattacherjee, 2001).…”