The continuation and recommendation intention of artificial intelligence-based voice assistant systems (AIVAS): the influence of personal traits

• Published in: Internet research Vol. 31; no. 5; pp. 1899 - 1939
• Main Authors: Lee, Kyung Young, Sheehan, Lorn, Lee, Kiljae, Chang, Younghoon
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 01.11.2021; Emerald Group Publishing Limited
• Subjects: Anxiety; Artificial intelligence; Change Agents; Compatibility; Educational Technology; Innovation; Innovations; Intention; Internet of Things; Interpersonal Communication; Language Processing; Learning curves; Machine learning; Market penetration; Motivation; Penetration; Perceptions; Security; Smart houses; Software; Variables; United States > US; Post-acceptance model of IS continuance (PAMISC); Smart speakers; Use continuance; Innovativeness; Technology anxiety; AI-based voice assistant systems
• ISSN: 1066-2243; 2054-5657
• DOI: 10.1108/INTR-06-2020-0327

PurposeBased on the post-acceptance model of information system continuance (PAMISC), this study investigates the influence of the early-stage users' personal traits (specifically personal innovativeness and technology anxiety) and ex-post instrumentality perceptions (specifically price value, hedonic motivation, compatibility and perceived security) on social diffusion of smart technologies measured by the intention to recommend artificial intelligence-based voice assistant systems (AIVAS) to others.Design/methodology/approachSurvey data from 400 US AIVAS users were collected and analyzed with Statistical Product and Service Solutions (SPSS) 18.0 and the partial least square technique using advanced analysis of composites (ADANCO) 2.1.FindingsAIVAS technology is presently at the early stage of market penetration (about 25% of market penetration in the USA). A survey of AIVAS technology users reveals that personal innovativeness is directly and indirectly (through confirmation and continuance) associated with a stronger intention to recommend the use of the device to others. Confirmation is associated with all four ex-post instrumentality perceptions (hedonic motivation, compatibility, price value and perceived security). Among the four, however, only hedonic motivation and compatibility are significant predictors of satisfaction, which lead to use continuance and, eventually, intention to recommend. Finally, technology anxiety is found to be indirectly (but not directly) associated with a lower intention to recommend.Originality/valueThis is the first study conducted on the early-stage AIVAS users that evaluates the influence of both personal traits and ex-post instrumentality perceptions on users' intention for continuance and recommendation to others.