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Psychological Determinants of Consumer’s Usage, Satisfaction, and Word-of-Mouth Recommendations Toward Smart Voice Assistants

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Re-imagining Diffusion and Adoption of Information Technology and Systems: A Continuing Conversation (TDIT 2020)

Part of the book series: IFIP Advances in Information and Communication Technology ((IFIPAICT,volume 617))

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Abstract

AI-based voice assistant (VA) technologies are facing an unprecedented growth. VA are available as a standalone device like Amazon Echo dot or Google home and also as an extension such as Google maps and OK Google. Extant research has mostly focused on the device specific characteristics to explain the adoption of VA. In this research, we take a different approach and examine the psychological determinants of VA adoption. We look at how factors such as playfulness, escapism, anthropomorphism, and visual appeal of VA influence the attitudes (hedonic and utilitarian) of consumers. Moreover, we also examine the effects of psychological characteristics of VA on usage intentions and satisfaction, which lead to a favorable word-of-mouth (WOM) behavior that is critical for adoption of a technology. Using a structural equation modeling approach, our results suggest that psychological factors have a significant positive influence on both attitudes. Hedonic attitude further influences satisfaction and utilitarian attitude positively impacts usage and satisfaction, which have a positive association with WOM. Our research offers useful insights to marketers to increase the VA adoption and makes contributions to the literature.

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Authors and Affiliations

  1. Jaipuria Institute of Management, Lucknow, India

    Anubhav Mishra

  2. Noida International University, Greater Noida, India

    Anuja Shukla

Authors
  1. Anubhav Mishra
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  2. Anuja Shukla
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Correspondence to Anubhav Mishra .

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Editors and Affiliations

  1. Indian Institute of Management Tiruchira, Tiruchirappalli, India

    Sujeet K. Sharma

  2. Swansea University, Swansea, UK

    Yogesh K. Dwivedi

  3. Indian Institute of Management Nagpur, Nagpur, India

    Bhimaraya Metri

  4. University of Bradford, Bradford, UK

    Nripendra P. Rana

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Mishra, A., Shukla, A. (2020). Psychological Determinants of Consumer’s Usage, Satisfaction, and Word-of-Mouth Recommendations Toward Smart Voice Assistants. In: Sharma, S.K., Dwivedi, Y.K., Metri, B., Rana, N.P. (eds) Re-imagining Diffusion and Adoption of Information Technology and Systems: A Continuing Conversation. TDIT 2020. IFIP Advances in Information and Communication Technology, vol 617. Springer, Cham. https://doi.org/10.1007/978-3-030-64849-7_24

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  • DOI: https://doi.org/10.1007/978-3-030-64849-7_24

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