Abstract
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.
| Original language | English |
|---|---|
| Pages (from-to) | 2226-2243 |
| Number of pages | 18 |
| Journal | Psychology and Marketing |
| Volume | 40 |
| Issue number | 11 |
| Early online date | 21 Jul 2023 |
| DOIs | |
| Publication status | Published - 3 Oct 2023 |
Bibliographical note
Publisher Copyright:© 2023 The Authors. Psychology & Marketing published by Wiley Periodicals LLC.
Keywords
- Artificial intelligence
- Behavioral reasoning theory
- Engagement
- Privacy Cynicism
- Technology Acceptance Model
- Trust
- Voice Assistants