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EMAC 2021 Annual Conference

Acceptance of Digital Voice Assistants for Grocery Shopping

Published: May 25, 2021


Carsten Schultz, University of Hagen; Philipp Brüggemann, University of Hagen


Following the technology acceptance model, the present study analyzes the acceptance of digital voice assistants. We specifically address the use of these assistants for habitual purchases in the case of grocery shopping. Beyond extending insights into digital shopping behavior, this study contributes to the literature by including privacy concerns and technology anxiety in this context. We are particularly interested in how privacy concerns affect consumers’ decision process. The empirical findings suggest that privacy concerns directly influence consumers' behavioral intention. Further, this effect is predominantly triggered by concerns regarding the (unknown) data collection process and the (unknown) data storage situation whereas the device and, surprisingly, the secondary use of data are two dimensions that have weaker effects in this situation. Additionally, the results demonstrate that technology anxiety also negatively anchors consumers' perceptions of digital voice assistants.


The authors thank Claudia Kramer for her support in data collection.