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

Acikgoz, Fulya, Perez-Vega, Rodrigo (2021) The role of privacy cynicism in consumer habits with voice assistants: A Technology Acceptance Model perspective. International Journal of Human-Computer Interaction, . ISSN 1044-7318. E-ISSN 1532-7590. (doi:10.1080/10447318.2021.1987677) (Access to this publication is currently restricted. You may be able to access a copy if URLs are provided) (KAR id:90609)

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https://doi.org/10.1080/10447318.2021.1987677

Abstract

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.

Item Type: Article
DOI/Identification number: 10.1080/10447318.2021.1987677
Uncontrolled keywords: Voice Assistants (VA), TAM, privacy cynicism, Artificial Intelligence
Subjects: H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
Depositing User: Rodrigo Perez Vega
Date Deposited: 05 Oct 2021 14:21 UTC
Last Modified: 18 Nov 2021 16:36 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/90609 (The current URI for this page, for reference purposes)
Perez-Vega, Rodrigo: https://orcid.org/0000-0003-1619-317X
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