The role of privacy cynicism in consumer habits with voice assistants: A Technology Acceptance Model perspective

This study aims to understand the drivers behind the usage habits of VAs. To do so, we extend the Technology Acceptance Model in conjunction with the concept of privacy cynicism, a cognitive process that remains understudied in the academic literature. It is observed ease of use and perceived usefulness have a positive impact on attitude towards the usage of VA, while privacy cynicism has a negative impact on attitude towards the usage of VA. Moreover, it is found that privacy cynicism has a positive impact on trust based on the usage of VA. Interestingly, attitude towards the usage of VA does not significantly explain the usage habits of VA.