The Effect of Innovativeness and Perceived Trust on the Intention to Use Artificial Intelligence Based Voice Assistants for Shopping Purposes

Abstract

Purpose – Despite the potential value offered to consumers by the features of voice assistants, which are seen as the future of marketing, it is seen that the expected increase in the use of voice assistants among both consumers and retailers has not been realised and even the usage rates have decreased. In this context, the purpose of this study is to examine the factors affecting the use of voice assistants for shopping purposes. The effects of perceived ease of use, perceived usefulness, innovativeness and perceived trust on the intention to use voice assistants are discussed. In addition, the sequential mediating role of perceived confidence and perceived ease of use and perceived usefulness on the effect of innovativeness on the intention to use voice assistants was investigated. Design/Methodology/Approach – The study was conducted with quantitative research method. The sample of the study consists of voice assistant users aged 18 and over. Using online survey technique with convenience sampling, 300 sample units were reached. The data were analysed using partial least squares structural equation modelling (Smart PLS). SPSS package programme was used for descriptive statistics. Findings – The results of the analyses revealed that innovativeness, perceived usefulness, perceived trust have a positive effect on the intention to use voice assistants, while the effect of perceived ease of use on the intention to use voice assistants is insignificant. Innovativeness was found to have a positive effect on perceived trust, and perceived trust had a positive effect on perceived ease of use and perceived benefit. In addition, it was revealed that perceived trust and perceived ease of use have a sequential mediating role in the effect of innovativeness on intention to use. Discussion – Businesses and brands can contribute positively to consumers' intention to use voice assistants by using slogans that emphasise the concept of trust. Business brand owners can target innovative consumers in voice assistant applications and benefit from their thought leadership. Innovators can contribute to the widespread use of voice assistants by influencing consumers around them to use voice assistants.