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Why would I adopt a smart speaker? : Consumers’ intention to adopt smart speakers in smart home environment

Chu, Lei (2019) Why would I adopt a smart speaker? : Consumers’ intention to adopt smart speakers in smart home environment.

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Abstract:This research aims at examining key factors that influence intention to adopt smart speakers in smart home environment. An extended model developed from Technology Acceptance Model was proposed and analysed. Three individual user characteristics, three product characteristics, one social context factor and one economic factor were integrated in the model. By using a survey questionnaire, the relationship between the independent variables (perceived usefulness, perceived ease of use, attitude, etc.) and the dependent variable (intention to adopt) was examined. Data from 305 respondents were included to test the proposed model. The results showed that intention to adopt was directly influenced by attitude, social influence and trust. Attitude was greatly affected by perceived usefulness, trust, enjoyment, and the level of self-innovativeness. A noteworthy finding was that trust was a significant factor that can predict perceived ease of use, attitude, and intention to adopt. Compared with the original TAM, the extended model provides more explanation on the predictors for consumers’ intention to adopt smart speakers in smart home environment. The present study serves as an initial step for future research to discover the adoption process of smart speakers and it will give the business some insights to optimize their products and marketing campaigns.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/77187
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