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EMAC 2021 Annual Conference

Antecedents of the Intention to Use Voice-Activated Assistants in Electronic Commerce

Published: May 25, 2021


Maria Madlberger, Webster Vienna Private University; Jacquelyn O'Neill, Webster Vienna Private University


Voice-activated assistants (VAA) enable a natural, human-like and hands-free interaction with information systems that can transform e-commerce processes. Empirical research on consumers’ intention to use such devices in e-commerce is still limited. This paper proposes and empirically tests a structural model on antecedents of attitude and behavioral intention of the usage of VAAs in e-commerce. It addresses specific attributes of voice-based interaction and integrates several seminal theories on technology adoption. Empirical testing with survey data shows that perceived usefulness, social influence, and trust are significant drivers of attitude which impacts usage intention. Perceived ease of use and security concerns turn out to be insignificant. The results show that relevant factors of adoption of VAAs in e-commerce differ from other technologies due to the enhanced human-likeness and convenience of voice-based interaction.