When the recipe is more important than the ingredients: Unveiling the complexity of consumer use of voice assistants
Nima Heirati,
Valentina Pitardi,
Mohamed Sobhy Temerak
Abstract:The widespread use of voice assistants (VAs) creates a pressing need to understand what drives consumers to use different VAs. Existing studies have commonly focused on the net effects of antecedents that explain why consumers adopt or continue using VAs, ignoring the complexity of consumer behavior and the combinatorial effects of multiple antecedents. Our study proposes that consumer intention to continue using VAs does not depend on a single characteristic of products or consumers but on specific configurat… Show more
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