Assessing Factors Influencing Customers’ Adoption of AI-Based Voice Assistants
<p dir="ltr">The study aims to assess the factors that engage and accentuate usage pertaining to consumers with artificial intelligence-based voice assistants. Drawing on the Behavioral Reasoning Theory (BRT), the paper establishes relationships between the enablers and inhibitors on...
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2024
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| _version_ | 1864513545035579392 |
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| author | Surbhi Choudhary (21633701) |
| author2 | Neeraj Kaushik (21633704) Brijesh Sivathanu (21633707) Nripendra P. Rana (14047252) |
| author2_role | author author author |
| author_facet | Surbhi Choudhary (21633701) Neeraj Kaushik (21633704) Brijesh Sivathanu (21633707) Nripendra P. Rana (14047252) |
| author_role | author |
| dc.creator.none.fl_str_mv | Surbhi Choudhary (21633701) Neeraj Kaushik (21633704) Brijesh Sivathanu (21633707) Nripendra P. Rana (14047252) |
| dc.date.none.fl_str_mv | 2024-02-16T09:00:00Z |
| dc.identifier.none.fl_str_mv | 10.1080/08874417.2024.2312858 |
| dc.relation.none.fl_str_mv | https://figshare.com/articles/journal_contribution/Assessing_Factors_Influencing_Customers_Adoption_of_AI-Based_Voice_Assistants/29446211 |
| dc.rights.none.fl_str_mv | CC BY 4.0 info:eu-repo/semantics/openAccess |
| dc.subject.none.fl_str_mv | Commerce, management, tourism and services Marketing Information and computing sciences Human-centred computing Artificial intelligence voiceassistants user adoption behavioral reasoning theory PLS-SEM |
| dc.title.none.fl_str_mv | Assessing Factors Influencing Customers’ Adoption of AI-Based Voice Assistants |
| dc.type.none.fl_str_mv | Text Journal contribution info:eu-repo/semantics/publishedVersion text contribution to journal |
| description | <p dir="ltr">The study aims to assess the factors that engage and accentuate usage pertaining to consumers with artificial intelligence-based voice assistants. Drawing on the Behavioral Reasoning Theory (BRT), the paper establishes relationships between the enablers and inhibitors on the adoption intention of voice assistants. To examine the hypothesized relationship, a quantitative approach employing PLS-SEM was utilized to evaluate a representative sample of 1189 Indian consumers and examining the psychological and functional constructs leading to adoption intention for voice assistants. The study reveals that the “value of openness to change” poses a significant effect toward “reasons for” adoption, among which “performance expectancy” and “hedonic motivation” play the most significant role in establishing a favorable attitude toward voice assistants’ adoption. Among the “reasons against”, the “value barrier” and “image barrier” come out to be major determinants leading to inhibitions regarding the usage of voice assistants. Besides this, the findings reclaim that “reasons” (for/against) shape to form the attitude of consumers toward voice assistants. The current research offers preliminary evidence with regard to the investigation of voice assistant adoption using the BRT that jointly examines enabling and inhibiting elements leading to consumers’ attitude formation. The study findings contribute to Human-Computer interaction literature by utilizing BRT framework which provides incremental evidence demonstrating a much broader and organic explanation of consumers’ cognition for the adoption of voice assistant technology. It also provides implications for tech-managers and algorithm designers to build effective voice technology for superior user experience.</p><h2>Other Information</h2><p dir="ltr">Published in: Journal of Computer Information Systems<br>License: <a href="http://creativecommons.org/licenses/by/4.0/" target="_blank">http://creativecommons.org/licenses/by/4.0/</a><br>See article on publisher's website: <a href="https://dx.doi.org/10.1080/08874417.2024.2312858" target="_blank">https://dx.doi.org/10.1080/08874417.2024.2312858</a></p> |
| eu_rights_str_mv | openAccess |
| id | Manara2_06a41accd24cfa8d5b2626cfb807e8e0 |
| identifier_str_mv | 10.1080/08874417.2024.2312858 |
| network_acronym_str | Manara2 |
| network_name_str | Manara2 |
| oai_identifier_str | oai:figshare.com:article/29446211 |
| publishDate | 2024 |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| rights_invalid_str_mv | CC BY 4.0 |
| spelling | Assessing Factors Influencing Customers’ Adoption of AI-Based Voice AssistantsSurbhi Choudhary (21633701)Neeraj Kaushik (21633704)Brijesh Sivathanu (21633707)Nripendra P. Rana (14047252)Commerce, management, tourism and servicesMarketingInformation and computing sciencesHuman-centred computingArtificial intelligencevoiceassistantsuser adoptionbehavioral reasoning theoryPLS-SEM<p dir="ltr">The study aims to assess the factors that engage and accentuate usage pertaining to consumers with artificial intelligence-based voice assistants. Drawing on the Behavioral Reasoning Theory (BRT), the paper establishes relationships between the enablers and inhibitors on the adoption intention of voice assistants. To examine the hypothesized relationship, a quantitative approach employing PLS-SEM was utilized to evaluate a representative sample of 1189 Indian consumers and examining the psychological and functional constructs leading to adoption intention for voice assistants. The study reveals that the “value of openness to change” poses a significant effect toward “reasons for” adoption, among which “performance expectancy” and “hedonic motivation” play the most significant role in establishing a favorable attitude toward voice assistants’ adoption. Among the “reasons against”, the “value barrier” and “image barrier” come out to be major determinants leading to inhibitions regarding the usage of voice assistants. Besides this, the findings reclaim that “reasons” (for/against) shape to form the attitude of consumers toward voice assistants. The current research offers preliminary evidence with regard to the investigation of voice assistant adoption using the BRT that jointly examines enabling and inhibiting elements leading to consumers’ attitude formation. The study findings contribute to Human-Computer interaction literature by utilizing BRT framework which provides incremental evidence demonstrating a much broader and organic explanation of consumers’ cognition for the adoption of voice assistant technology. It also provides implications for tech-managers and algorithm designers to build effective voice technology for superior user experience.</p><h2>Other Information</h2><p dir="ltr">Published in: Journal of Computer Information Systems<br>License: <a href="http://creativecommons.org/licenses/by/4.0/" target="_blank">http://creativecommons.org/licenses/by/4.0/</a><br>See article on publisher's website: <a href="https://dx.doi.org/10.1080/08874417.2024.2312858" target="_blank">https://dx.doi.org/10.1080/08874417.2024.2312858</a></p>2024-02-16T09:00:00ZTextJournal contributioninfo:eu-repo/semantics/publishedVersiontextcontribution to journal10.1080/08874417.2024.2312858https://figshare.com/articles/journal_contribution/Assessing_Factors_Influencing_Customers_Adoption_of_AI-Based_Voice_Assistants/29446211CC BY 4.0info:eu-repo/semantics/openAccessoai:figshare.com:article/294462112024-02-16T09:00:00Z |
| spellingShingle | Assessing Factors Influencing Customers’ Adoption of AI-Based Voice Assistants Surbhi Choudhary (21633701) Commerce, management, tourism and services Marketing Information and computing sciences Human-centred computing Artificial intelligence voiceassistants user adoption behavioral reasoning theory PLS-SEM |
| status_str | publishedVersion |
| title | Assessing Factors Influencing Customers’ Adoption of AI-Based Voice Assistants |
| title_full | Assessing Factors Influencing Customers’ Adoption of AI-Based Voice Assistants |
| title_fullStr | Assessing Factors Influencing Customers’ Adoption of AI-Based Voice Assistants |
| title_full_unstemmed | Assessing Factors Influencing Customers’ Adoption of AI-Based Voice Assistants |
| title_short | Assessing Factors Influencing Customers’ Adoption of AI-Based Voice Assistants |
| title_sort | Assessing Factors Influencing Customers’ Adoption of AI-Based Voice Assistants |
| topic | Commerce, management, tourism and services Marketing Information and computing sciences Human-centred computing Artificial intelligence voiceassistants user adoption behavioral reasoning theory PLS-SEM |