Siri, Do I like You? Digital Voice Assistants and Their Acceptance by Consumers

Karolina Ewers; Daniel Baier; Nadine Höhn

doi:10.15358/2511-8676-2020-1-52

Contents
- Chapter Expand | CollapseAuthorsPage
- 1–2 Titelei/Inhaltsverzeichnis 1–2
- 3–8 Editorial: Artificial Intelligence and Robots in the Service Encounter Stefanie Paluch, Jochen Wirtz Stefanie Paluch, Jochen Wirtz 3–8
- 9–68 Research Articles 9–68
  - 9–20 Robots on Blockchain: Emergence of Robotic Service Organizations Nobuyuki Fukawa Nobuyuki Fukawa 9–20
  - 21–34 Frontline Employees' Acceptance of and Resistance to Service Robots in Stationary Retail - An Exploratory Interview Study Patrick Meyer, Julia M. Jonas, Angela Roth Patrick Meyer, Julia M. Jonas, Angela Roth 21–34
  - 35–51 How Service Quality Influences Customer Acceptance and Usage of Chatbots? Lars Meyer-Waarden, Giulia Pavone, Thanida Poocharoentou, Piyanut Prayatsup, Maëlis Ratinaud, Agathe Tison, Sara Torné Lars Meyer-Waarden, Giulia Pavone, Thanida Poocharoentou, Piyanut Prayatsup, Maëlis Ratinaud, Agathe Tison, Sara Torné 35–51
  - 52–68 Siri, Do I like You? Digital Voice Assistants and Their Acceptance by Consumers Karolina Ewers, Daniel Baier, Nadine Höhn Karolina Ewers, Daniel Baier, Nadine Höhn 52–68
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SMR - Journal of Service Management Research , page 52 - 68

Siri, Do I like You? Digital Voice Assistants and Their Acceptance by Consumers

Autoren

Karolina Ewers Daniel Baier Nadine Höhn

DOI
- doi.org/10.15358/2511-8676-2020-1-52
- ISSN: 2511-8676
- ISSN online: 2942-3392
Zusammenfassung

Nowadays, digital voice assistants (DVAs) such as Amazon’s Alexa, Google’s Assistant, or Apple’s Siri provide speech-oriented human-computer interfaces that have the potential to make consumers’ interaction with other consumers, firms, or devices more convenient, enjoyable, and productive. However, at least currently, DVA acceptance is limited, even among digital natives and corresponding explanations are missing. This paper seeks to close this gap by investigating which factors have an impact on DVA acceptance. Therefore, we develop a new approach that combines elements of the Technology Acceptance Model (TAM) as well as the Uses and Gratifications Approach (UGA). A sample of 283 digital natives participated in a Siri field experiment. The results demonstrate that especially enjoyment, but also social status and social influence are main DVA acceptance drivers. Nevertheless, Millennials have some privacy concerns about companies getting too much personal information while using DVAs. This study provides valuable insights into main drivers of DVA acceptance. Theoretical and practical implications are discussed.

Abstract

Nowadays, digital voice assistants (DVAs) such as Amazon’s Alexa, Google’s Assistant, or Apple’s Siri provide speech-oriented human-computer interfaces that have the potential to make consumers’ interaction with other consumers, firms, or devices more convenient, enjoyable, and productive. However, at least currently, DVA acceptance is limited, even among digital natives and corresponding explanations are missing. This paper seeks to close this gap by investigating which factors have an impact on DVA acceptance. Therefore, we develop a new approach that combines elements of the Technology Acceptance Model (TAM) as well as the Uses and Gratifications Approach (UGA). A sample of 283 digital natives participated in a Siri field experiment. The results demonstrate that especially enjoyment, but also social status and social influence are main DVA acceptance drivers. Nevertheless, Millennials have some privacy concerns about companies getting too much personal information while using DVAs. This study provides valuable insights into main drivers of DVA acceptance. Theoretical and practical implications are discussed.
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