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.