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'Alexa, how can we increase trust in you?': An Investigation of Trust in Smart Home Voice Assistants

Adams, R.J. (2019) 'Alexa, how can we increase trust in you?': An Investigation of Trust in Smart Home Voice Assistants.

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Abstract:With the emerging rise of Voice Assistants that are transforming households into Smart Homes, these IoT devices become relevant marketing tools that represent crucial opportunities for business intelligence. However, user adoption is limited due to consumers’ mistrust. In this paper, trust in Smart Home Voice Assistants is investigated using an identification of trusting bases provided by literature and testing their effect on Willingness to pay (WTP) using a consumer survey. Moreover, the role of demographic variables in this context is researched. The findings display the cognitive trusting base, particularly the trust factor Perceived Usefulness to have a positive effect on WTP. No significant variables moderating the PU – WTP effect have been found. However, differences in trust among age group, education and gender could be observed. When evaluating priorities set by the respondents, Data Security is a major concern. Thus, in order to exploit the potential this technology has for marketing, it is necessary to tackle the Perceived Usefulness by adding new, innovative application fields and productive features to Smart Home Voice Assistants that provide transparency in terms of Data Security.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Keywords:Voice assistants, Trust, Smart home, Willingness-to-pay, Internet of things, Artificial intelligence
Link to this item:http://purl.utwente.nl/essays/78515
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