How shopping habits change with artificial intelligence: smart speakers' usage intention

Abstract

PurposeThe research aims to understand how smart speakers are perceived by their actual and potential users, their attitude towards smart speakers and consequently their intention to use them.Design/methodology/approachThe authors apply a structural equation modelling (SEM) approach to test the research hypotheses through data coming from a structured questionnaire.FindingsThe results show that the higher the importance attributed to usefulness and ease of use, the higher the positive attitude that in turn positively affects the intention to use smart speakers. A significant relationship also emerged between task technology fit and attitude towards smart speakers, as well as between perceived enjoyment and attitude towards smart speakers. Perceived privacy risk, innovativeness and social attraction have been found to not significantly impact attitudes towards smart speakers.Originality/valueAlthough several academic studies have focused on various aspects of smart technologies, only a few studies discuss the factors that push consumers to use smart speakers for activities related to commercial transactions. Therefore, looking at the rapid rise of smart speakers for daily tasks and the gradual acceptance of voice interaction with digital tools, the authors proposed a study about Italian users' intention to use smart speakers. Specifically, to fill the gap in the existing literature, the authors applied a SEM approach to identify utilitarian and hedonic benefits that motivate the use of these devices.

Beliefs, flow and habit in continuance of over-the-top (OTT) platforms

“…However, thorough investigations into the mechanism through which concentration's effect is transferred on continuance intention are desirable. Regarding other relationships of flow dimensions, enjoyment has influenced attitudes toward chatbots (De Cicco et al, 2020) and smart speakers (Aiolfi, 2023) and also the intention to continue online shopping (Koufaris, 2002), e-shopping (Al-Maghrabi and Dennis, 2011), and ordering food online (Nguyen et al, 2023). Also, cognitive concentration has influenced perceived enjoyment and intention to play mobile games in the future (Liu and Li, 2011).…”

“…The study findings align with the extant literature since enjoyment has impacted the continuance intention in online shopping (Koufaris, 2002) and e-shopping (Al-Maghrabi and Dennis, 2011) contexts. Additionally, enjoyment has affected attitudes toward chatbots (De Cicco et al, 2020) and smart speakers (Aiolfi, 2023), and attitude, in turn, has affected the continuance intention of mobile games (Liu and Li, 2011). Technological advancements also provide the resources needed to use OTT platforms and anytime-anywhere accessibility to OTT content.…”

“…Regarding other relationships of flow dimensions, enjoyment has influenced attitudes toward chatbots (De Cicco et al. , 2020) and smart speakers (Aiolfi, 2023) and also the intention to continue online shopping (Koufaris, 2002), e-shopping (Al-Maghrabi and Dennis, 2011), and ordering food online (Nguyen et al. , 2023).…”

“…Previous studies show that perceived enjoyment positively correlates with attitude and continuance intention. The impact of enjoyment on attitude was significant in studies on chatbots (De Cicco et al, 2020) and smart speakers (Aiolfi, 2023). Additionally, perceived enjoyment has been reported to impact the continuance intention of e-shopping (Al-Maghrabi and Dennis, 2011), food delivery apps (Nguyen et al, 2023), etc.…”

Unpacking the influence of anthropomorphism and stereotypes on consumer attitude towards luxury brand

“…Anthropomorphised brands enhance consumers' perceived familiarity and perceptual fluency compared to non-anthropomorphised brands, resulting in more positive brand attitudes and interactions (Malhotra and Ramalingam, 2023). This, in turn, provides social and unique values to consumers (Aiolfi, 2023). Consequently, brands perceived through anthropomorphism are more likely to be remembered by consumers because individuals tend to anchor their knowledge on themselves or other people rather than non-human entities, viewing the brand as a human entity (Chen and Lin, 2021).…”