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Hey Siri, let’s go shopping! : A study into the factors influencing Dutch consumers’ intention to use a voice assistant for online shopping

Hedeman, J (2021) Hey Siri, let’s go shopping! : A study into the factors influencing Dutch consumers’ intention to use a voice assistant for online shopping.

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Abstract:Purpose Given the growth of voice assistants, Artificial Intelligence (AI) has become an important topic for individuals and companies. Voice assistants, driven by Artificial Intelligence, have enabled individuals to use voice to consume content and perform tasks. Voice-activated devices are going mainstream, and it appears that voice shopping is becoming an emerging trend. Despite the growing use of voice assistants and voice shopping in America, our understanding of voice shopping adoption in the Netherlands is minimal. This leads to the question: what factors influence the intention to shop online using a voice assistant among Dutch consumers? UTAUT-3 has been used and expanded with trust and risk perception. Next to this, the relationships among the independent variables are tested. Method Through an online survey, the different constructs were measured. The survey consists of nine independent variables measured using a 5-point Likert Scale that ranges from totally disagree (1) to totally agree (5). Also, demographic and experience questions have been asked. The experience questions were created to collect the right sample because the survey focuses on people who have never used a voice assistant for online shopping. The sampling technique used is a non-random sampling method and respondents were collected using the snowball method. The cleaned data set contained 304 usable responses. The distribution consisted of 69.1 per cent female and 30.9 per cent male from the age group 18-72 years (M = 29,6; SD = 13,06). Findings A hierarchical regression analysis was performed; this showed that performance expectancy, injunctive social norm and hedonic motivation are important predictors of the intention to use a voice assistant for online shopping. Effort expectancy, descriptive social norm and personal innovativeness appeared to have no significant effect on the intention to use. Furthermore, the predictors for risk perception negatively influenced the intention to use but were not significant. The independent relationships showed a significant effect of effort expectancy, injunctive social norm and descriptive social norm on performance expectancy. The additional analysis with trust showed that trust did not affected the intention to use. Furthermore, trust did not appear to affect privacy risk significantly but did affect security risk and performance expectancy. Effort expectancy also had a significant effect on trust. Conclusion The research findings suggest that if one wants to influence the intention to use a voice assistant for online shopping, performance expectancy, injunctive social norm and pleasure must be considered, for example, by developing a distinct benefit in the design phase to optimise the functioning of the voice assistant. Effort expectancy, injunctive social norm and descriptive social norm on performance expectancy have also been significant, which means that these predictors positively influence the technology’s perceived usefulness. From the findings with trust, it can be cautiously concluded that trust has a significant impact on security risk and performance expectancy. When there is trust in the party, the degree of security risk in a purchase situation is reduced, and voice shopping is considered useful if the developer is trustworthy. Furthermore, easy-to-use technology can increase trust in the developer.
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/85619
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